Agency: World Obesity Federation
Despite global ambitions to halt the rise in obesity, the problem is misunderstood, stigmatised and still growing.
The ambition was two-fold;
1. Make the case for change and put obesity back on the agenda: Build influential support and get policymakers to act. A global landmark report, 'COVID-19 and Obesity: The 2021 Atlas', shone a light on the threat of obesity to health and economic recovery, with death rates ten times higher where 50% + of the population are overweight/obese.
2. Shift mindsets with a new narrative: “Everybody Needs Everybody” destigmatised obesity and built awareness of obesity as a disease requiring system-wide change. This was a bold, creative and positive campaign with tools and content for partners to make their own.
Together with support from Dr Tedros Adhanom Ghebreyesus (WHO Director General), Mike Bloomberg and UNICEF, we formed a coalition of 40+ countries that will lead to a World Health Assembly resolution in 2022.
62 countries participated with events and local campaigns, and our flagship film was watched 4 million times.
The worlds influential media reported and debated the report findings and calls for change. Engagement and broadcast media was extensive: 3,758+ articles attracted 100,000s of comments, reaching 7.4 billion; 50+ broadcast channels featured our global case studies and experts.
The UK, US and Canada prioritised vaccinations for those with obesity, impacting 49 million. PM Boris Johnson pledged £100m to tackle obesity and 7,500 health professionals in Mexico signed a pledge to improve treatment and support.
Change is ongoing. We are very proud to have started what has the potential to impact 800 million lives.