Navigating tensions in the obesity space
CASE
Context
In Sweden, obesity has historically received less public health attention despite steadily rising rates. Meanwhile, the Body Positivity movement has gained significant traction in Swedish society, creating a complex landscape where medical discussions about weight can be perceived as conflicting with body acceptance messaging. This tension, combined with national healthcare guidelines for obesity treatment only being established in 2022, created an environment where public understanding remained limited and stigma prevented those affected from seeking the care they deserved.
Challenge
How do you increase awareness and care-seeking behaviors among people with obesity (PwOs) in Sweden without triggering backlash from body positivity activists or creating tension with healthcare professionals who might perceive patient-directed communication as inappropriate pharmaceutical pressure?
Solution
The answer: we created a multifaceted campaign targeting the primary barrier to care—stigma. The centerpiece was a compelling film distributed across theaters, TV4, and social platforms that directly addressed weight stigma’s harmful impact. This was complemented by a comprehensive digital ecosystem including authentic personal narratives through native articles, strategic SEM, and a dedicated information hub at ”Change the View”—complemented with a Healthcare Operator Locator to connect those ready to seek treatment with appropriate care providers.
Impact
The campaign precisely addressed obstacles at every stage of the activation funnel, from awareness to action. By focusing on stigma, we successfully navigated regulatory constraints while creating meaningful conversation around obesity as a medical condition deserving compassionate care. As a result, more Swedes affected by obesity began seeking the healthcare support they needed, without triggering the anticipated backlash from activists or healthcare professionals.
