Eli Lilly and Company (India) has launched an integrated awareness campaign, ‘We Know Now’, which aims to shift public perception of obesity from blame to understanding. The initiative highlights obesity as a chronic disease influenced by biological, environmental, and genetic factors.
The campaign promotes science-based education and encourages individuals living with obesity to seek appropriate medical care alongside lifestyle changes. It seeks to address stigma and improve awareness about the condition.
“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.”
As part of the campaign, Lilly India has introduced the Gesture of Hope, a sign intended to encourage open discussion about obesity and help reduce associated stigma.
The digital-first campaign will use a combination of digital, print, and outdoor media to disseminate information and promote evidence-based care.
Obesity affects nearly 100 million individuals in India. In 2023, the adult obesity rate stood at approximately 6.5 percent. The campaign underscores the need to move away from blame and towards a model of care that combines medical treatment with lifestyle changes.
