From prejudice to disease
Nationwide awareness campaign on the disease obesity.
Obesity is a chronic disease that affects approximately 1 million adults and 150,000 children in Sweden. However, few people know what it is, and even fewer know how it differs from overweight. Moreover, obesity is still associated with prejudices and incorrect facts. Novo Nordisk wants to help change this.
Under the concept Obesity – from prejudice to disease, Swedes were enlightened with facts. No lectures or moralising, just the latest research in interesting messages. The information campaign ran in print, outdoors, social media and online.
The campaign led to the website faktaomvikt.se. The site’s content is designed to spread facts and confirm obesity as a disease. This is done through articles, films and the podcast Obesity – An Important Conversation. The program host and journalist Susanna Dzamic meets various guests to increase interest and understanding of the disease. Through conversations with politicians, healthcare professionals and people living with obesity, the podcast episodes highlight the seriousness of the disease from several different perspectives.