New Delhi: 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 and addressed in India. The campaign seeks to move the narrative around obesity from blame to understanding, highlighting the need for evidence-based care rooted in science, with lifestyle changes as a foundational element.
The ‘We Know Now’ campaign is built on the recognition that obesity is a complex, chronic disease influenced by biological, genetic, and environmental factors—not a result of individual weakness or lifestyle choices alone. Through this initiative, Lilly aims to challenge stigmas, elevate the conversation on obesity, and empower people to seek timely and appropriate medical care with the support of healthcare professionals.
“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 has introduced the Gesture of Hope—a simple, symbolic hand sign that promotes open conversation and encourages individuals to break the silence around obesity, replacing blame with empathy.
Designed as a digital-first, multi-channel initiative, the campaign will leverage a mix of digital platforms, print media, and outdoor visibility to drive large-scale engagement and awareness. The educational content will be disseminated across cities, emphasizing timely intervention and lifestyle modification for long-term health outcomes.
Obesity continues to be a pressing health concern in India, affecting nearly 100 million people. With a reported adult obesity prevalence of 6.5% in 2023, the campaign seeks to create a new paradigm—one that moves beyond misconceptions to foster deeper understanding and science-led care.
