RFK Jr. to link ultra-processed food to diabetes in HHS ad campaign

Health Secretary Robert F. Kennedy Jr. is set to launch the national “Take Back Your Health” campaign, with a primary focus on the links between ultra-processed food and a higher risk of diabetes. The initiative, aimed at raising awareness among Americans, will emphasize the detrimental effects of consuming processed foods on overall health and the increased likelihood of developing chronic diseases like diabetes.

A notice posted on a government site for contractors calls upon public relations agencies to propose strategies for the campaign’s launch. The objective is to deliver a compelling message that motivates individuals to adopt healthier eating habits and prioritize physical activity. The estimated cost of the diabetes and ultra-processed foods campaign ranges from $10-20 million, with subsequent campaigns expected to be of a similar scale.

The call for pitches was issued on June 12, with a deadline set for June 26. The campaign seeks innovative approaches to promote behavior change, including the integration of technology like wearables as tools for monitoring dietary impact and empowering individuals to take control of their health. Dr. Casey Means, a nominee for Surgeon General, has been pioneering the use of continuous glucose monitors and lab testing through her health tech company, Levels, to help people monitor their health effectively.

While previous administrations have launched initiatives to address public health concerns, such as Michelle Obama’s “Let’s Move” campaign targeting childhood obesity, the current campaign’s specific focus on ultra-processed foods sets it apart. By highlighting the risks associated with consuming these types of foods, the campaign aims to educate the public and encourage healthier lifestyle choices to reduce the prevalence of diabetes and other chronic conditions.