RIYADH: The Saudi Ministry of Health launched on Thursday its “A Nation Without Obesity” campaign in Riyadh, an initiative aimed at raising awareness and combating obesity across the Kingdom.

In its initial phase, the campaign aims to target 1 million beneficiaries, bringing together several governmental, private, and non-profit entities.

“A Nation Without Obesity” was launched in response to multiple calls from Shura Council members and aligns with the Kingdom’s health transformation efforts, which have recorded notable progress toward the targets set out in Saudi Arabia’s Vision 2030.

Mustafa Abdul Rahman, general manager of Lilly in Saudi Arabia, emphasized that obesity is not a personal choice or a lifestyle issue, but a chronic disease that demands long-term management grounded in science, innovation, treatment, and prevention.

He highlighted the urgent need to shift societal perceptions and eliminate the stigma surrounding obesity, which often discourages individuals from seeking the help and treatment they need.

“The company supports the ‘A Nation Without Obesity’ campaign, which aims to raise awareness, remove psychological and social barriers, and empower individuals to access the support and treatment they need,” Abdul Rahman added.

Real transformation, he noted, starts with formal policies that back sustainable solutions and with strong partnerships between the public and private sectors.

Obesity impacts not only physical health, but also leads to a decline in mental well-being and social stability, often intensifying social isolation and reducing overall quality of life. Eliminating the stigma surrounding individuals living with obesity is therefore essential, Abdul Rahman explained.

The economic toll of obesity is equally pressing, with escalating healthcare costs linked to associated diseases and a notable decline in productivity driven by its complications — factors that cannot be ignored. For this reason, Lilly places economic impact at the core of its comprehensive strategy to combat obesity, Abdul Rahman said.

Mohammed Alghasham, CEO of Qalb Health Association, praised the campaign’s remarkable spirit of collaboration, emphasizing the strategic partnership with the Quality of Life Program and the engagement of Kayl Association for Combating Obesity as key contributors to a unified awareness effort.

“The association is committed to driving forward innovative social, awareness, and pharmaceutical initiatives while continuing to conduct studies and research aimed at enhancing existing solutions to the complex challenge of obesity, and supporting healthcare providers with insights that strengthen decision-making,” Alghasham said.