On World Obesity Day, marked this Friday (4), pharmaceutical Novo Nordisk brought together actors Babu Santana and Luana Xavier in an action to combat prejudice and raise awareness of problems related to overweight.
Co-created by Ogilvy Brasil, the action is part of the Saúde Não se Pesa movement, from 2016, with the motto “the standard that matters is health, and evidences the judgments by stereotypes experienced by people affected by the disease.
Babu and Luana do a “react”, a popular resource on networks in which the protagonists’ reactions are recorded while reading internet comments. The two, in the case, read offensive messages related to weight.
“Babu’s obesity is lack of exercise and too much food,” reads Babu during the video. Especially during BBB 20, the actor was criticized numerous times.
Luana, in turn, reinforces that criticism for aesthetics is common, but that it is important to highlight that obesity is a chronic disease and needs monitoring. “It’s not just about cutting excesses, as other factors have to be considered.”
“Obesity and overweight increase the risk of more than 200 other diseases, such as type 2 diabetes, cardiovascular disease, sleep apnea and liver problems,” says Monica Reis Palmanhani, endocrinologist and medical manager of Obesity at Novo Nordisk.
“It is necessary to break with stigmas that place the patient as the culprit for the situation. The main cause of the disease is related to genetics and family history, among other factors. A multidisciplinary treatment is essential to keep the disease under control and improve the quality of life. These people need to maintain their long-term treatment with balanced diet, physical exercises, psychological support and medication when indicated by their doctor”, completes the endocrinologist.
“Since we launched the concept ‘the standard that matters is health’, in 2020, we have evolved the discussions about obesity beyond the simplistic point of view related to excess food”, says Rafael Figueiredo, creative director at Ogilvy.
“With knowledge and clarification, we can contribute so that people have the proper treatment and respect”, reinforces the also creative director of the agency John Bogea.
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