{"id":995,"date":"2026-07-09T23:09:47","date_gmt":"2026-07-09T23:09:47","guid":{"rendered":"https:\/\/modernhomejournals.com\/?p=995"},"modified":"2026-07-09T23:09:47","modified_gmt":"2026-07-09T23:09:47","slug":"the-white-house-killed-an-rfk-jr-ad-campaign-he-can-blame-kristi-noem","status":"publish","type":"post","link":"https:\/\/modernhomejournals.com\/?p=995","title":{"rendered":"The White House Killed an RFK Jr. Ad Campaign. He Can Blame Kristi Noem."},"content":{"rendered":"
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Robert F. Kennedy Jr. had big plans for his much touted \u201cTake Back Your Health\u201d campaign last year. The Health Department he leads requested bids for \u201cbold, edgy\u201d pitches for TV and digital ads warning about the dangers of processed foods. Kennedy wanted to appear in ads wearing a device used by diabetics to track blood sugar.<\/p>\n

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None of it ever came together. Former Homeland Security Secretary Kristi Noem had rained on Kennedy\u2019s parade.<\/p>\n

The $10 million to $20 million health campaign wasn\u2019t officially canceled until a few weeks ago, according to a notice posted June 8 to a government website. But two sources familiar with the internal conversations told NOTUS that the reason why the campaign fell apart goes back to the immigration-related ads Noem filmed while DHS secretary.<\/p>\n

The White House, skittish about generating negative attention and spending money on contracts amid widespread government cuts, didn\u2019t want Kennedy featured in a campaign. It had recently received heat for the Noem ads, which cost tens of millions of dollars in contracts and featured<\/u><\/span> the secretary telling illegal immigrants to self-deport. Noem garnered even more pushback when she appeared on horseback in one ad filmed later that year.Kennedy\u2019s senior counselor, Stefanie Spear, had narrowed down bidders for the \u201cTake Back Your Health\u201d campaign to three public relations firms last August when White House officials directed HHS to abort the effort, according to the two sources.<\/p>\n

The agency kept quiet about terminating the campaign. The June 8 notice gives only a vague explanation for why contracts were never awarded.<\/p>\n

\u201cDue to significant programmatic changes and shifts in agency operational objectives, the current request for proposals \u2026 no longer accurately reflects the government\u2019s requirements,\u201d the notice says.<\/p>\n

The campaign, which HHS solicited bids for in June 2025, was intended to highlight the links between processed foods and chronic disease, especially diabetes.<\/p>\n

HHS had asked for pitches for \u201cbold, edgy national campaigns with innovative messaging\u201d especially aimed at Americans with diabetes. Pitches could include social media, TV, print and digital ads, public service announcements, text messages and audience engagement tools.<\/p>\n

\u201cThe campaign\u2019s creative content will turn heads, create viral moments on social media, and\u2014above all else\u2014inspire Americans to take back their health through eating real food,\u201d the bid description said.<\/p>\n

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HHS had reviewed more than two dozen different bids before narrowing them to three, the sources said. One bidder pitched a Super Bowl ad and another wanted ads to feature TikTok influencer Alix Earle, according to text messages viewed by NOTUS.<\/p>\n

Ad pitches should focus especially on diabetes, which affects more than 38 million Americans, the bid description said. \u201cThe campaign should be a wake-up call to Americans that eating processed foods dramatically increase the risks of diabetes and chronic disease,\u201d it said.<\/p>\n

Spokespeople for the White House and HHS didn\u2019t immediately respond to a request for comment.<\/p>\n

Instead of a national ad blitz, the administration has dispatched Kennedy around the country \u2014 sometimes to swing districts \u2014 on a \u201cTake Back Your Health\u201d tour where the secretary has touted his efforts on new dietary guidelines and other food reforms.<\/p>\n

The campaign received some initial positive reviews from nutrition experts, who have largely applauded Kennedy\u2019s emphasis on improving Americans\u2019 diets as a critical step to reducing the nation\u2019s chronic disease burden.<\/p>\n

Last month Kennedy visited Colorado, where he and Interior Secretary Doug Burgum announced a new website that encourages people to exercise and participate in outdoor recreation.<\/p>\n

The administration has allowed another ad campaign to lapse \u2014 the long-running and highly effective series called \u201cTips From Former Smokers.\u201d States are being given some funding to run ads from the campaign\u2019s archive but the federal government isn\u2019t producing new ads or airing them nationwide, The New York Times reported<\/u><\/span>.<\/p>\n

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Trump officials abruptly canceled the health campaign focused on processed food and diabetes over cost and image concerns.<\/p>\n","protected":false},"author":1,"featured_media":708,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-995","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interesting"],"yoast_head":"\nThe White House Killed an RFK Jr. Ad Campaign. He Can Blame Kristi Noem. - Modern Home Journals<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/modernhomejournals.com\/?p=995\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The White House Killed an RFK Jr. Ad Campaign. 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