A New Year Initiative Encouraging Long-Term Wellbeing, Confidence, and Sustainable Change
Dubai, UAE – February 17, 2026: Novo Nordisk, a global leader in the treatment of obesity and diabetes, has announced the launch of “Champion A Lighter You,” a new lifestyle awareness campaign in the UAE. 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 lies a simple but powerful idea: leaving the weight behind. Not only in a physical sense, but also by letting go of outdated habits, emotional burdens, and short-term approaches to weight-loss.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.
Novo Nordisk launched the campaign with a high-impact skydive activation, symbolising the freedom and sense of accomplishment that come with sustainable progress. The skydive was chosen to launch “Champion A Lighter You” because participants need to be a healthy weight and BMI to be physically able to do the jump.
Sara Al Madani 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 positions 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. At Novo Nordisk, we believe in that holistic approach to health and we remain committed to being a responsible partner in shaping credible conversations around weight management, grounded in science and care.”
The “Champion A Lighter You” campaign reinforces Novo Nordisk’s role as a trusted voice in health awareness, supporting individuals in navigating weight management with realism, responsibility, and confidence, while encouraging meaningful conversations between patients and healthcare professionals.
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About Novo Nordisk
Novo Nordisk is a leading global healthcare company founded in 1923 and headquartered in Denmark. Our purpose is to drive change to defeat serious chronic diseases built upon our heritage in diabetes. We do so by pioneering scientific breakthroughs, expanding access to our medicines, and working to prevent and ultimately cure disease. Novo Nordisk employs about 77,400 people in 80 countries and markets its products in around 170 countries. For more information, visit novonordisk.com, Facebook, Instagram, X, LinkedIn and YouTube.
Media Contact:
Elizabeth Shine
+971-54-716-2757
ezbw@novonordisk.com
uaenews4u.com 