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How the ‘It's Bigger Than Me’ Campaign Is Harming Fat People for Profit

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A new campaign called “It’s Bigger Than Me” has launched worldwide. The campaign purports to be about “destigmatizing ob*sity” but is, in fact, funded by Novo Nordisk as part of what they have promised will be “one of the fastest Novo Nordisk launches after approval ever” of their new weight loss drug Wegovy.

Per their Chief Financial Officer, Karsten Knudsen, they hope to more than double their “ob*sity sales” by 2025 versus their 2019 baseline.

Novo Nordisk has explained to the press that one of the barriers to this massive profit play is insurance coverage (including Medicare, Medicaid, and the ACA), and so they are using campaigns like this to try to turn fat people, desperate to escape the weight stigma that the diet industry

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