Novo Nordisk UAE launches a new campaign to fight obesity during Dubai Fitness Challenge

Novo Nordisk, the global healthcare leader in the treatment of chronic diseases such as diabetes and obesity, has announced the launch of the You Are the New Champion campaign in conjunction with the Dubai Fitness Challenge (DFC).

You Are The New Champion campaign is closely aligned with the UAE’s national target to half the rate of obesity in children and adults as part of its National Nutrition Strategy 2030. Novo Nordisk’s goal is to redefine how obesity is understood and managed, replacing stigma with understanding and empowering every individual to become a Champion of their own health journey.

Deriving from a patient-centred approach that integrates education, behavioural support, and a call to action to seek medical advice, You Are The New Champion campaign consists of a series of nationwide initiatives, including digital awareness activations, health screening events, and community outreach programmes, all designed to enhance understanding of obesity as a chronic, progressive, and treatable condition.

The campaign reflects Novo Nordisk’s commitment to the UAE, and was developed based on local market insights, using models that represent both Emiratis and the diversity of the UAE’s population.  The campaign is in both Arabic and English, and highlights that weight loss is not a fast fix but a journey on the path to better health.    

Almost 28 percent of the people in the UAE live with obesity. It’s a complex public health challenge that leads to Type 2 diabetes, cardiovascular disease, cancers, and more than 200 complications that result in huge costs for healthcare systems.    

DFC is an annual event that occurs every November and aims to get Dubaians exercising 30 minutes a day for 30 days under the patronage of His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Dubai Crown Prince and Chairman of the Executive Council of Dubai.  As exercise is a key component of fighting obesity, Novo Nordisk partnering with DFC makes sense.

Through education, behavioural support, and a call to action to seek medical advice, the campaign is a personal call to action to start the weight loss journey and regain health.
The campaign also addresses the growing misuse of weight management solutions on social media by redirecting individuals to evidence-based care.  Users are guided to licensed pharmacies and clinics, where they can consult certified healthcare professionals before beginning any weight management programme.

DFC takes place at one of Dubai’s most beautiful spots, Kite Beach.  At Kite Beach, Dubai residents can visit the Champion booth and talk to patient educators and dietitians to learn more about weight management.  They can also play football, and volleyball in the Champion-branded stadiums, and participate in the Champion Warrior Zone.   The campaign will also roll out in major pharmacies across the country, including BinSina, Aster, Al Nahdi, Supercare, Life Pharmacy and Al Ain Pharmacy.  

Dr. Cecilia Radu, General Manager, Novo Nordisk, UAE, commented:

“You Are The New Champion campaign marks a vital step forward in recognising obesity as a chronic disease that requires a comprehensive, science-based approach. Through our partnership with Dubai Fitness Challenge, we aim to raise awareness about the health issues associated with excess weight and empower individuals to seek proper medical guidance and long-term support. Our goal is to inspire people to view weight management not as a short-term fix, but as a journey toward improved health, confidence, and longevity.”

Yaqoub Al Zarouni, Senior Manager, Dubai Fitness Challenge, Dubai Festivals and Retail Establishment (DFRE), said:

“At Dubai Fitness Challenge, our mission is to inspire everyone in the city to embrace an active, healthy lifestyle. Through partnerships like this one with Novo Nordisk, we’re able to highlight the importance of fitness as a foundation for long-term wellbeing and disease prevention. The You Are the New Champion campaign perfectly aligns with our vision of building a community that moves together – one where every individual is empowered to find their challenge and take the first step towards a healthier future.”