Eli Lilly and Company (India) has launched its first integrated awareness initiative, ‘We Know Now’, aimed at transforming public perception of obesity. The campaign encourages a science-based, empathetic approach-moving the conversation from blame to understanding.

Positioning obesity as a chronic, biologically influenced disease, the campaign focuses on educating the public and healthcare professionals about the complex interplay of genetics, environment, and biology in obesity. It also promotes lifestyle changes as a foundation, not a cure-all.

Winselow Tucker, President and General Manager, Eli Lilly India, stated, “Obesity is not a personal failing-it’s a chronic condition that requires compassion and evidence-based care. ‘We Know Now’ is about shifting the narrative and empowering people to seek the support they deserve.”

To foster open dialogue and reduce stigma, the campaign introduces the “Gesture of Hope”, a symbolic gesture meant to signal solidarity and create space for honest conversations around obesity.

With nearly 100 million individuals affected by obesity in India and an estimated adult obesity rate of 6.5% in 2023, the campaign calls for a healthcare model that supports long-term, personalised treatment. It highlights the need for collaboration between patients and trusted healthcare professionals.

The campaign adopts a digital-first, multi-platform strategy, spanning digital, print, and outdoor media to build sustained awareness and drive public engagement.

By combining education, empathy, and scientific insight, Lilly aims to reduce stigma and reshape how India understands and manages obesity.