Novo Nordisk's obesity campaign in Sweden 2021–2024
Updated February, 2024
This is a collection of advertisements from the pharmaceutical firm Novo Nordisk's disease awareness campaign about obesity in Sweden, from 2021 and onwards. The collection is maintained by Staffan Svensson, GP and clinical pharmacologist at Nötkärnan Bergsjön Health Care Centre, Göteborg, Sweden. It is a redacted version of the main page in Swedish found here. All translations are by the author, they are rather literal and may be incorrect.
The ads to the public do not mention the names of Novo Nordisk's anti-obesity (and also anti-diabetes) drugs liraglutide (Saxenda/Victoza) and semaglutide (Ozempic/Wegovy/Rybelsus), as this is prohibited by Swedish law. In contrast, ads aimed at health care staff mention these names freely. The ads shown here are those spotted by the author in newspapers or professional journals, as well as those received (unsolicited) by paper mail.
Content
In order of appearance (printed in newspaper, date mail arrived, etc).
Some ads are repeated, these also appear several times in the list below.
There are sometimes subtle differences in wording, e.g. between 2022-05-07 and 2022-05-21
2021
August
September
October
November
December
2022
January
February
March
April
May
June
July
August
September
2023
April
August
December
August 2021
Note on translation: "fetma" is the common Swedish term for obesity, literally "fatness". Since this has no obvious English equivalent I left it as "fetma" above. "Obesitas" is the medical term, until recently not used among the general public, something the campaign aims at changing. A "vårdcentral" is a GP centre/surgery/primary health care centre.
September 2021
Half page in Dagens Nyheter, Sept 3, 2021.
Original
"Obesitas – från fördom till sjukdom"
Translation
"Obesity – from prejudice to disease"
Full page in Dagens Nyheter, Sept 6, 2021.
Original
"När dieter inte hjälper"
Translation
"When diets don't help"
Full page in Dagens Nyheter, Sept 11, 2021.
Original
"Varför är det svårare för vissa att gå ner i vikt?"
Translation
"Why is it harder for some people to lose weight?"
Ad in medical journal Distriktsläkaren, Sept 30, 2021.
Original
"Fördjupning om diabetes och obesitas när och där det passar dig."
Translation
"Delve into diabetes and obesity when and where it suits you".
Full page in Dagens Nyheter, Sept 30, 2021.
See translation above
October 2021
Ad in medical journal Läkartidningen, Oct 13, 2021.
See translation above
Ad with invitation sent to health care staff, Oct 28, 2021.
Original
Ny undersökning från Kantar Sifo: Kännedom och attityder till fetma
Translation
New investigation from Kantar Sifo: Knowledge and attitudes to obesity
Full page in Dagens Nyheter, Oct, 2021.
See translation above
Ad (banner) in medical journal Dagens Medicin, Oct, 2021.
Original
När blir övervikt en sjukdom? Läs mer på faktaomvikt.se
Translation
When does overweight become a disease? Read more at faktaomvikt.se
Ad (banner) in medical journal Dagens Medicin, Oct, 2021.
See translation above
Ad (banner) in medical journal Dagens Medicin, Oct, 2021.
See translation above
Ad (banner) in medical journal Dagens Medicin, Oct, 2021.
Original
Håll dig uppdaterad med de senaste utbildningarna om diabetes och obesitas.
Translation
Keep updated with the latest in education about diabetes and obesity.
November 2021
Ad in medical journal Läkartidningen, Nov 3, 2021.
See translation above
Ad with invitation sent to health care staff, Nov 15, 2021.
Original
Obesitas är kopplat till över 200 sjukdomar
Translation
Obesity is linked to more than 200 diseases
Ad in medical journal Läkartidningen, Nov 17, 2021.
See translation above
Ad sent to health care staff, Nov 24, 2021.
Original
ett viktigt samtal
Translation
an important dialogue
Note on translation: this is a pun: "vikt" means "weight"; "viktig" is "important". The ad concerns a podcast with this name, sponsored by Novo Nordisk.
December 2021
Ad in medical journal Läkartidningen, Dec 15, 2021.
See translation above
Ad with invitation sent to health care staff, Dec 22, 2021.
Original
Vad är obesitas och varför ska man bry sig?
Translation
What is obesity and why should you care?
January 2022
Ad with invitation sent to health care staff, Jan 5, 2022.
Original
Hur behandlar du kroniska sjukdomar – och hur behandlar du obesitas?
Translation
How do you treat chronic diseases – and how do you treat obesity?
Ad with invitation sent to health care staff, Jan 5, 2022.
Original
Obesitas – viktstigma och bemötande
Translation
Obesity – weight stigma and approach
Full page in Dagens Nyheter, Jan 10, 2022.
Original
"Har du obesitas? Obesitas, eller fetma som det också kallas, är en komplex sjukdom. Prata med din läkare eller vårdcentral om du behöver hjälp."
Translation
"Do you have obesity? Obesity, also known as fetma, is a complex disease. Talk to your doctor or health centre if you need help."
⇒ see note on "fetma" above
Full page in Dagens Nyheter, Jan 15, 2022.
Original
"Vad säger vetenskapen om obesitas?"
Translation
"What does science say about obesity?"
Ad with invitation sent to health care staff, Jan 5, 2022.
Original
Fördjupa dina kunskaper inom diabetes på lunchen
Translation
Develop your knowledge about diabetes during lunch
Ad with invitation sent to health care staff, Jan 25, 2022.
See translation above
February 2022
Ad with invitation sent to health care staff, Feb 4, 2022.
Original
Inbjudan till digital föreläsning Lunch & Learn
Translation
Invitation to digital lecture Lunch & Learn
Full page in Dagens Nyheter, Feb 5, 2022.
Original
"Visste du att över 1 miljon svenskar har sjukdomen obesitas?"
Translation
"Did you know that more than 1 million Swedes have the disease obesity?"
Ad with invitation sent to health care staff, Feb 10, 2022.
Original
Utmanande patientfall inom typ 2-diabetes! Allmänläkarens vardag
Translation
Challenging clinical cases in type 2 diabetes! Everyday life of the GP
Ad with invitation sent to health care staff, Feb 24, 2022.
See translation above
March 2022
Ad with invitation sent to health care staff, March 4, 2022.
See translation above
Ad with invitation sent to health care staff, March 8, 2022.
Original
Obesitasakademin. Kvällsmöte med fokus på sjukdomen obesitas, behandlingsalternativ och produktinformation från Novo Nordisk
Translation
Obesity Academy. Evening meeting focussing on the disease obesitas, treatment alternatives and product information from Novo Nordisk
Ad with invitation sent to health care staff, March 10, 2022.
See translation above
Ad with invitation sent to health care staff, March 16, 2022.
Original
Obesitasakademin. Samsjuklighet: psykiatrisk sjukdom och obesitas
Translation
Obesity Academy. Co-morbidity: psychiatric disease and obesity
Ad sent to health care staff, March 18, 2022.
Original
Bli först med det senaste!
Translation
Be first with the latest!
Ad with invitation sent to health care staff, March 18, 2022.
See translation above
April 2022
Ad with invitation sent to health care staff, April 13, 2022.
Original
Obesitasakademin. Kardiovaskulära följdsjukdomar och utmaningar vid obesitas
Translation
Obesity Academy. Cardiovascular disease consequences and challenges in obesity
Ad with invitation sent to health care staff, April 13, 2022.
See translation above
Ad with invitation sent to health care staff, April 21, 2022.
See translation above
Ad with invitation sent to health care staff, April 27, 2022.
Original
Fördjupa dina kunskaper inom diabetes på lunchen. Kostens roll vid behandling av typ 2-diabetes. Vad säger kostexperten och endokrinologen?
Translation
Develop your knowledge about diabetes during lunch. The role of diet in the treatment of type 2 diabetes. What do the diet expert and the endocrinologist say?
May 2022
Full page in Dagens Nyheter, May 7, 2022.
Original
Hur pratar man om övervikt? Obesitas (fetma) är en sjukdom som man kan behöva hjälp att hantera. Lär dig mer om obesitas och vilka frågor du kan ställa till din vårdgivare på faktaomvikt.se
Translation
How do you speak about overweight? Obesity (fetma) is a disease one may need help in handling. Learn more about obesity and what questions you may ask your health care provider at faktaomvikt.se
Ad with invitation sent to health care staff, May 9, 2022.
See translation above
Ad with invitation sent to health care staff, May 9, 2022.
See translation above
Full page in Dagens Nyheter, May 21, 2022.
Original
Hur pratar man om obesitas? Obesitas (fetma) är en kronisk sjukdom. Lär dig mer om obesitas och vilka frågor du kan ställa till din vårdgivare på faktaomvikt.se
Translation
How do you speak about obesity? Obesity (fetma) is a chronic disease. Learn more about obesity and what questions you may ask your health care provider at faktaomvikt.se
Note: compare for wording in May 7, 2022
Ad with invitation sent to health care staff, May 25, 2022.
Original
Obesitasakademin. Webbinarium med fokus på sjukdomen obesitas och hur den kan behandlas i primärvården
Translation
Obesity Academy. Webinar focussing on the disease obesity and how it may be treated in primary care
Full page in Dagens Nyheter, May 28, 2022.
See translation above
Ad with invitation sent to health care staff, May 30, 2022.
Original
Fördjupa dina kunskaper inom diabetes på lunchen. Vad gör jag efter Metformin? Inbjudan till webbaserad lunchutbildning med produktinformation.
Translation
Develop your knowledge about diabetes during lunch. What do I do after Metformin? Invitation to web based lunch education with product information
Ad with invitation sent to health care staff, May 30, 2022.
See translation above
June 2022
Ad sent to health care staff, June 9, 2022.
Original
Saxenda (liraglutid) – GLP-1-analog som är godkänd av EMA och FDA för viktkontroll som komplement till kost och motion
Translation
Saxenda (liraglutid) – GLP-1-analogue that is approved by EMA and FDA for weight control as a complement to diet and exercise
Full page in Dagens Nyheter, June 18, 2022.
See translation above
July 2022
Ad with invitation sent to health care staff, July 7, 2022.
Original
Nya nationella riktlinjer för vård vid obesitas
Translation
New national guidelines for obesity management
August 2022
Ad with invitation sent to health care staff, Aug 8, 2022.
See translation above
Ad with invitation sent to health care staff, Aug 24, 2022.
Original
Obesitasakademin. Hur kan vi behandla och bemöta patienter med obesitas i primärvården?
Translation
Obesity Academy. How can we treat and approach patients with obesity in primary care?
Ad with invitation sent to health care staff, Aug 24, 2022.
Original
Obesitasakademin. Modern obesitasbehandling i sjukvården>
Translation
Obesity Academy. Modern obesity treatment in health care
September 2022
Ad with invitation sent to health care staff, Sept 19, 2022.
See translation above
Ad with invitation sent to health care staff, Sept 19, 2022.
See translation above
April 2023
Ad with invitation sent to health care staff, Apr 3, 2023.
Original
Obesitas är en kronisk men hanterbar sjukdom
Translation
Obesity is a chronic but manageable disease
Ad with invitation sent to health care staff, Apr 27, 2023.
Original
Vad innebär en strukturerad obesitasvård och hur gör andra vårdenheter?
Translation
What does a structured obesity management mean and how do other health care units do it?
August 2023
Ad with invitation sent to health care staff, Aug 10, 2023.
Original
Lunch & Learn med Novo Nordisk. Fördjupa dina kunskaper inom diabetes och obesitas på lunchen
Translation
Lunch & Learn with Novo Nordisk. Develop your knowledge in diabetes and obesity during lunch
December 2023
Ad with invitation sent to health care staff, Dec 18, 2023.
See translation above
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