Lifestyle awareness campaign launched

A new lifestyle awareness campaign “Champion A Lighter You” has been launched across the UAE by the global leader in the treatment of obesity and diabetes, Novo Nordisk by teaming up with Emirati entrepreneur Sara Al Madani.

The campaign encourages individuals to rethink traditional weight-loss approaches and is designed to empower those managing their weight to own their transformation journey towards a lighter, stronger, more confident version of themselves.

At the heart of the campaign launched by Novo Nordisk lies is a simple but powerful idea: leaving the weight behind.

This is not only in a physical sense, but also by letting go of outdated habits, emotional burdens, and short-term approaches to weight-loss.

The concept of “lighter” is explored holistically throughout the campaign, reflecting physical progress, mental clarity, emotional resilience, and a renewed sense of self-belief.

Through storytelling, digital content, and experiential activations, “Champion A Lighter You” positions wellbeing as a journey shaped by informed choices, consistency, and credible guidance.

Sara agreed to dive on Novo Nordisk’s behalf, because she has experienced meaningful weight loss and her attitude reflects the confidence, courage, and the emotional lightness that accompanies long-term change.

Sara is an Emirati entrepreneur, and advocate for women’s empowerment.

She launched her first fashion business at just 15, redefining the traditional abaya, and has co-founded the creative agency Social Fish, developed multiple tech ventures, and built health and beauty brands.

Her entrepreneurial success earned her position as the youngest board member of the Sharjah Chamber of Commerce & Industry and as a member of the UAE Ministry of Economy’s SME Council. Commenting on the campaign, Dr. Cecilia Radu, General Manager, Novo Nordisk, UAE, said, “With ‘Champion A Lighter You,’ we are encouraging people to approach the new year with a different mindset, moving away from quick fixes and focusing instead on sustainable, informed choices that support long-term wellbeing.”

“Feeling lighter is as much about confidence, mental clarity, and the freedom that comes from taking control of your health journey, as it is about physical change.”