Throughout history, society has examined weight as a health factor in isolation, failing to account for overall health, as well as environmental and social health factors. This narrow focus has enabled weight stigma in the US to reach all-time highs. With 22 states reporting obesity rates above 35, whereas a decade ago, none were above 35%, the obesity epidemic showing no signs of stopping.

The ramifications of these pre-imposed judgements - many of which are based on antiquated research- are much more widespread than people realize. People with obesity statistically earn less money, receive less compassion from doctors, have lower representation in media, and that’s only the tip of the iceberg.

This project set out to shed light on these issues and challenges, to ensure everyone is free to pursue the right path in their personal journey, free of external stigmas imposed by outdated societal norms.

Stigma toward those classified as obese is pervasive and poses numerous consequences for their psychological and physical wellbeing. The topic is riddled with preconceived notions that it’s entirely in their control, but instead of feeling motivated to adopt “healthier behaviors,” this type of assumption often causes obese persons to internalize, allowing for further health issues and disparities to develop.

The reality is that obesity isn’t caused by one factor alone but by an array of contributing factors (genetics, environment, socio-economic status), as well as external and internal biases preventing people with obesity from seeking the right help and treatment for them.

These insights informed what we needed to get at the heart of with media, to find a way to address and change preconceived notions, changing cultural perceptions and removing blame and stigma for people with obesity across the country.

We wanted to change cultural perceptions, removing blame and stigma for people with obesity across the country so they could feel empowered to seek education, go to the doctor, hear the truth. But it was also clear audiences might turn away from overt branding or product promotion, in conjunction with a de-stigmatization narrative. We needed to uncover a white space for pharma, to connect authentically with apprehensive obesity suffers while changing societal preconceptions of those living without the disease.

With such a sensitive subject, leaning into emotion and humanity—while providing value that educates but also entertains—was the recipe for success. With Novo Nordisk as a silent champion, we highlighted humanness, not pain, to help audiences understand the impact of obesity biases. The message? Health looks different for everyone, and people with obesity should be empowered to consult their doctors to determine their best path forward.

Thick Skin is a ground-breaking, docuseries following four women living with obesity as they pursue careers, relationships, and self-acceptance against a pervasive backdrop of prejudice. Complex yet universally relatable, their stories hold a mirror to society, challenging preconceived notions about bigger-bodied people.

Debuting at Sundance with a screening and panel to allow for open conversations, Thick Skin stood out amongst a variety of acclaimed films -such as 20 Days in Mariupol, Kokomo City, and Past Lives- generating organic buzz and earning media coverage from prominent pharmaceutical publishers.

The four-part series premiered to the public on September 20 on Sundance TV. With character profiles and vignettes, featuring answers to real weight-stigma questions, supporting, and promoting the series in commercial breaks across CTV, OLV, linear, and social, the docuseries reached hearts and minds like no conventional pharma PSA could, prompting reflection and shedding light on unconscious biases across the consumer journey.

“It was inspirational and an inclusive perspective that the world needs to see more of.”

- Ben Rabunski, Univision

“Thick Skin is a powerful series on strength, resiliency, and the power of positive energy to overcome societal stereotypes.”- Anonymous, Fox

The cohesive ecosystem of media helped garner interest pre-premiere, drive live tune-in’s and pull in further attention. We reached over 11.6M HHs and garnered 48% more video completes than industry average, demonstrating that this content resonated with our audience and positively stood out from what they were used to seeing.

Generating over 52M impressions overall, the series landed itself a spot as a top-ten original on SundanceTV. Described by viewers as “informative,” “genuine,” “thought-provoking,” “inspiring,” and “empowering,” we did more than simply reach consumers, we challenged hurtful perceptions and changed the conversation. And 75% of respondents surveyed agreed, stating viewing it positively shifted perceptions of those with obesity.