Lilly launches ‘We Know Now’ campaign to change obesity views

Eli Lilly and Company (India) has announced the launch of its first-ever integrated awareness campaign, ‘We Know Now’, aimed at changing how obesity is perceived—moving the conversation from blame to understanding and encouraging    evidence-based care that recognises the science behind obesity, with lifestyle changes as the foundation. 

The 'We Know Now' campaign aims to raise awareness about obesity as a chronic, biologically influenced disease. It focuses on science-based education to reduce stigma and encourage people with obesity to seek appropriate medical care.

“People living with obesity deserve comprehensive care—and that starts with acknowledging and understanding obesity as a chronic disease, “said Winselow Tucker, president and general manager, Eli Lilly and Company (India). “The ‘We Know Now’ campaign is about changing the conversation from judgment to understanding. It reminds us that obesity is not a personal failing, but a chronic condition shaped by biology, environment, and genetics. Through this campaign, we aim to empower people living with obesity to access the care they deserve, supported by healthcare professionals who are trusted allies in this journey.”

According to the brand, the initiative aims to reduce stigma and encourage evidence-based treatment through collaboration between patients and doctors. As part of the campaign, a “Gesture of Hope” has been introduced—a symbol meant to promote open conversations about obesity and reduce shame associated with the condition.

The brand states that the campaign uses a digital-first, multi-channel approach across digital, print, and outdoor platforms to build long-term public awareness.

According to the campaign, obesity affects nearly 100 million individuals in India. The adult obesity rate in 2023 was estimated at 6.5%, and the initiative calls for a shift from blame to comprehensive care and lifestyle support for those living with obesity.