Ao ‘No Me Leve’ was developed by Ogilvy
In order to raise awareness of the importance of listening, understanding and welcoming people with obesity, Novo Nordisk launched the ‘No Me Leve’ initiative. The intention is to show how phrases and actions can delay the search for treatment with a health professional.
According to this year’s survey by the Brazilian Association for the Study of Obesity and Metabolic Syndrome (Abeso) and the Brazilian Society of Metabology and Endocrinology (SBEM), about 72% of individuals with obesity say they have already suffered embarrassment at home for weight account.
Based on this information, Ogilvy Brasil analyzed more than 200,000 conversations on social networks and found the phrases most often said by family members: You are so beautiful in the face, You don’t lose weight because you don’t want to, You’re not fat, fluffy and You look so beautiful thin .
As a way of raising awareness about the negative consequences of these phrases, stores were set up at Barra Shopping, in Rio de Janeiro, and at Morumbi Shopping, in So Paulo, with gifts that should not be taken home.
The crochet animals carried the messages obtained via social listening and brought the explanation of the sentences by audio, by pressing the animals, or by writing on labels: ‘Did this sentence bother you? Imagine the effect it has on those who hear it every day from the ones they love the most’, says an excerpt.
In parallel with the stores, conversations started on Instagram and Twitter about phrases laden with stigmas of obesity, but disguised as affection. The initiative had the participation of actors and influencers Andr Marques, Babu Santana, Karol Lannes, Luana Xavier, Leandro Hassum, Matheus Granado and Solange Couto.
