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From the 15th Annual Shorty Awards

It’s Bigger Than Me, a Reddit Ask Me Anything Campaign

Audience Honor in Emerging Platform Partnership


More than 40% of adults in the United States are living with obesity. Obesity is a chronic health condition that is widely misunderstood. It has a stigma around it that prevents those impacted from asking for help, even from their own doctors. Novo Nordisk, a global healthcare company, is trying to change that. Breaking the stigma around obesity starts with providing ways for those seeking help to get their questions answered.

Strategy and Execution

CMI Media Group in partnership with Wavemaker, identified Reddit as just the place to do that. Reddit’s obesity community is large and highly active, with over 19k unique posts and over 300k comments last year. But most importantly, Reddit users are pseudonymous, or use a screen name. This gives them the freedom to ask questions about sensitive topics they may not feel comfortable asking the people in their lives or on other social platforms where they use their real names.  


The agency landed on the idea of an Ask Me Anything campaign: 



Entrant Company / Organization Name

NNI One, a joint CMI Media Group & Wavemaker Agency Solution, Novo Nordisk


Entry Credits