Kennedy planning $20 million HHS 'Take Back Your Health' ad campaign

HHS Secretary Robert F. Kennedy Jr. is planning a $20 million ad campaign amid sweeping budget cuts that could include eliminating 10,000 jobs and several divisions.

Health and Human Services Secretary Robert F. Kennedy Jr. plans to launch a sweeping, four-year public relations campaign called “Take Back Your Health” that could cost tens of millions of dollars, according to a document obtained by NBC News. 

Kennedy is conducting sweeping budget cuts that could eliminate 10,000 jobs and several HHS divisions, including global health and domestic HIV prevention.

The document, a request for proposals, calls for public relations firms to bid to run the campaign. The winning firm would employ up to 30 people to manage the campaign and oversee the purchase of up to three ads a day on five major television networks. 

The total dollar amount for the campaign is not listed in the document. A person familiar with the campaign said labor costs are expected to be at least $20 million and estimated that television and digital ad purchases could cost tens of millions over the next four years.

An HHS official praised the initiative.