Eli Lilly and Co. has partnered with fashion personality Tan France to launch a national campaign called “Changing the Thread” aimed at reducing the stigma surrounding obesity, using personal stories and visual symbolism. Photo from Eli Lilly and Co.

News Release

INDIANAPOLIS — Eli Lilly and Co. has launched a national campaign aimed at reducing the stigma surrounding obesity, using personal stories and visual symbolism to highlight the challenges faced by people living with the disease.

The Changing the Thread Collection features clothing worn by real patients, each piece embroidered with accounts of how weight bias has shaped their lives. Lilly says many individuals cope with judgment by hiding behind their clothing, and the project seeks to encourage more open conversations about obesity as a chronic medical condition.

Tan France

The company partnered with fashion personality Tan France to develop the collection, which also draws attention to Lilly’s GLP-1 medicine Zepbound. The drug, which uses the active ingredient tirzepatide, is one of the company’s fastest-growing products. Lilly reported $3.59 billion in Zepbound revenue during the third quarter, an increase of 185% over the same period last year.

“So many people with obesity use clothing to hide from bias and judgment,” said France. “Over time, that bias and judgment can become internalized and negatively impact what they choose to wear.”

As part of the campaign rollout, Lilly announced new pricing for single-dose vials of Zepbound. The cost is now set at 299 dollars per month for the 2.5 milligram dose and 399 dollars per month for the 5 milligram dose, representing significant reductions for both tiers.

The company says lowering prices and addressing the stigma of obesity could help more patients feel comfortable discussing treatment options with their doctors.

“I’m an advocate for every body,” said France. “By challenging stereotypes and embracing science, we hope to create space for people to have the opportunity to seek obesity care without fear.”

Lilly’s clinical leaders note that many people hesitate to raise the topic of obesity as a medical issue, often blaming themselves or fearing judgment. The campaign aims to shift those attitudes by showing the complex causes of the disease and promoting a more supportive environment for seeking care.