Ahead of the launch of a new OTC medication for weight management, Cambre was asked to create a public policy momentum to expand European decisionmakers approach to addressing the rising overweight and obesity problem in Europe, shifting the emphasis from prevention to inclusion of the need for treatment and recognition of obesity as a disease.
Building on the direct advocacy towards key European decision-makers, Cambre developed a digital public affairs campaign to mobilise pan-European stakeholder support for: i) the recognition of obesity as a disease; and ii) the need embrace treatment options as part of the response to Europe’s obesity challenge. Building on the digital campaign, on the ground activity at EU level and in 15 European countries was mobilised around the launch of “European Obesity Day” (EOD) to demonstrate the range and depth of stakeholder support for the need for treatment options and more sophisticated understanding of obesity as a disease. European Obesity Day was supported by a dedicated campaign website, multilingual EOD campaign materials and an annual multimarket programme of activities ranging from grassroots events to a high level policy conference.
The campaign supported the successful of the OTC weight loss product and has created a fundamental and lasting shift in the public policy debate in Europe on obesity.