{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,3]],"date-time":"2026-10-03T07:53:00Z","timestamp":1791013980341,"version":"4.1.0"},"reference-count":65,"publisher":"SAGE Publications","license":[{"start":{"date-parts":[[2026,9,30]],"date-time":"2026-09-30T00:00:00Z","timestamp":1790726400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["Qual Health Res"],"abstract":"<jats:p>This article examines how \u2018obesity\u2019 is discursively and narratively constructed in Novo Nordisk\u2019s \u2018Obesity Without Filters\u2019 campaign. Drawing on the premise that awareness campaigns function as ideological texts, it explores how discourses of empathy, moral responsibility, and biomedical authority shape public understandings of body weight \u2013 with particular attention to how such campaigns operate beyond Anglophone contexts, and how the further medicalisation of body weight may ultimately run counter to anti-stigma efforts. Using qualitative content analysis informed by framing theory, conceptual metaphor, and Greimasian narrative semiotics, the study examines a social media video, two outdoor posters, and a website. The findings reveal a paradoxical narrative: while adopting an anti-establishment aesthetic and a rhetoric of authenticity, the campaign reproduces hegemonic frameworks in which \u2018obesity\u2019 is framed as a disease, science as the sole epistemological authority, and individuals as morally responsible for correcting their bodies. Rather than reducing weight stigma, the campaign reinforces medicalisation and neoliberal regimes of bodily governance. Beyond the empirical findings, the study further offers a replicable analytical framework for examining discursive mechanisms in health communication campaigns, applicable beyond anti-obesity contexts. By dismantling the narrative devices through which stigmatising ideas are naturalised, this work opens avenues for counter-discourses \u2013 aligning with broader calls for critical scrutiny of public health campaigns and genuine reflexivity regarding the messages they express.<\/jats:p>","DOI":"10.1177\/10497323261468953","type":"journal-article","created":{"date-parts":[[2026,9,30]],"date-time":"2026-09-30T07:15:13Z","timestamp":1790752513000},"update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":0,"title":["From Awareness to Moral Redemption: Medicalisation, Stigma, and Anti-Establishment Aesthetics in the \u2018Obesity Without Filters\u2019 Spanish Campaign by Pharmaceutical Company Novo Nordisk"],"prefix":"10.1177","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-8056-4962","authenticated-orcid":false,"given":"Lara","family":"Martin-Vicario","sequence":"first","affiliation":[{"name":"Universitat Internacional de Catalunya"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Cristina","family":"Sanchez-Sanchez","sequence":"additional","affiliation":[{"name":"Universidad a Distancia de Madrid"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2026,9,30]]},"reference":[{"key":"e_1_3_5_2_1","doi-asserted-by":"publisher","DOI":"10.1215\/9781478002772"},{"key":"e_1_3_5_3_1","volume-title":"An\u00e1lisis de contenido","author":"Bardin L.","year":"2002","unstructured":"Bardin L. 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