GLP-1 giant Eli Lilly has once again taken to the medium of short film to deliver an important message about obesity.
\nIn early 2024, the Big Pharma debuted a pair of unbranded shorts entitled \u201cBig Night\u201d and \u201cShame,\u201d both of which focused on weight stigma. The former took aim at the off-label use of weight-loss meds by Hollywood stars and others who don\u2019t have an actual medical need for the drugs, while the latter put the spotlight on the societal shame that lurks \u201clike a shadow\u201d for many people who are overweight or with obesity, ending with the message that \u201chealth is not about what weight we lose, it\u2019s about all the things a body can gain.\u201d
\nLilly is doubling down on that message in its newest film, \u201cMy Focus,\u201d which debuted earlier this month and was made in partnership with Wieden+Kennedy Portland. Unlike its predecessors, which travel through different scenes and storylines, the new minute-long spot stays in a tight close-up on one person\u2019s face the entire time.
\nThat choice was deliberate, in an effort to \u201creflect a more personal, lived experience with obesity and the real cultural pressures people face,\u201d Lina Polimeni, Lilly\u2019s chief consumer marketing officer, told Fierce Pharma Marketing via email.
\n\u201cThe film was designed to feel like a person-to-person conversation in order to challenge the viewer\u2019s assumptions about obesity and to keep the focus on health rather than appearance,\u201d she said.<\/p>\n","protected":false},"excerpt":{"rendered":"
GLP-1 giant Eli Lilly has once again taken to the medium of short film to deliver an important message about obesity. In early 2024, the Big Pharma debuted a pair of unbranded shorts entitled \u201cBig Night\u201d and \u201cShame,\u201d both of which focused on weight stigma. The former took aim at the off-label use of weight-loss […]<\/p>\n","protected":false},"author":2,"featured_media":2473,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[772,773],"class_list":{"0":"post-2472","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-sitefansalaran-international-news","8":"tag-lilly-battles-weight-stigma-in-short-film-centering-obesity-conversation-on-health","9":"tag-not-appearance"},"yoast_head":"\n