Singapore – Global healthcare company Novo Nordisk has launched ‘Beyond the Scale,’ a public health campaign aimed at reframing obesity and breaking the stigma that hinders treatment. The initiative calls on Singaporeans to change how they think and respond to obesity through science, empathy, and early intervention.
Novo Nordisk’s ‘Beyond the Scale’ aims to reframe obesity as a chronic disease rather than a lifestyle choice or a result of personal failing. It seeks to challenge misconceptions through initiating compassionate and evidence-based conversations.
Going beyond myths, the initiative highlights how obesity is a multifactorial health condition that deserves understanding and clinical care.
The 2021–2022 National Population Health Survey indicates that the highest obesity rate (15%) among adults is observed in those aged 40 to 49, with 43.3% of residents aged 18 to 74 experiencing abdominal obesity. Obesity significantly increases the risk of serious comorbidities like cardiovascular disease, type 2 diabetes, and chronic kidney disease.
‘Beyond the Scale’ aims to move away from blame and appearance-based judgments, advocating for empathy, science, and sustained health. It is a call to rethink, retrain, and rehumanise the approach to individuals with obesity.
Singaporeans are encouraged to participate by visiting the initiative’s website for factual resources, information on a BMI measurement tool and locating a weight management healthcare professional. The campaign also urges Singaporeans to promote open conversations with healthcare providers and share content to challenge myths and support people.
Vincent Siow, general manager of Novo Nordisk Singapore, said, “We believe it’s time to shift from blame to understanding. Obesity affects 1 out of 9 people in Singapore, yet it’s still too often seen as a matter of willpower. The reality is that obesity is a complex, chronic disease driven by biology, environment, and unequal access to care. It’s time we treat it with the seriousness it deserves — and we are proud to lead that conversation and drive meaningful change through the ‘Beyond the Scale’ initiative.”
Dr. Ben Ng of Arden Diabetes & Endocrine Clinic commented, “This is not just a personal issue — it’s a public health priority. We know obesity changes how the body regulates appetite, energy storage, and metabolism. It’s a disease, not a choice. Science supports this — and our response should reflect it.”
“The earlier we intervene, the better the outcomes. Obesity is not a character flaw. It’s a disease. And it’s time we responded with the same respect, science, and care we give every other chronic condition,” Ng added.
