Basketball great Shaq fronts Lilly sleep apnoea campaign
Still from Lilly's Don't Sleep on OSA TV campaign featuring Shaquille O'Neal.
Eli Lilly has enlisted the aid of US basketball legend Shaquille O'Neal to publicise a new campaign to raise awareness of obstructive sleep apnoea, an often overlooked condition that can lead to serious complications if left untreated.
O'Neal – a four-time National Basketball Association (NBA) champion regarded as one of the most influential players of all time – is the face of the Watch This campaign, which will explain what people living with moderate-to-severe OSA face and encourage people who suspect they may have the condition talk to their doctor.
O'Neal previously fronted Lilly's Don't Sleep on OSA initiative, which was launched after Lilly's GIP/GLP-1 agonist Zepbound (tirzepatide) became the first drug to be approved by the FDA for OSA towards the end of 2024.
OSA, which is linked to overweight and obesity, results in repeated interruptions in breathing during sleep caused by narrowing and collapse of the airway, leading to daytime fatigue, loud snoring, and difficulty concentrating, and can increase the risk of high blood pressure, heart disease, stroke, and type 2 diabetes. It affects an estimated 24 million adults in the US.
"For a long time, I was tired during the day, not sleeping well at night, and I just thought that's how it was for someone my size," said O'Neal.
"When my doctor told me I had moderate obstructive sleep apnoea, it clicked – this wasn't just about snoring, it was a real health condition," he added. "Being prescribed Zepbound helped make a difference for me in my OSA treatment journey; I even lost some weight. If sharing my story helps even one person talk to their doctor, that's a win."
The Watch This campaign includes broadcast, streaming, digital and social platforms, along with in-person community events and appearances by O'Neal, who remarked that "sometimes the best way to get someone to recognise the symptoms of OSA is to show up and have a real conversation."
Lilly has a track record in calling on high-profile individuals to communicate health messages, and previous campaigns have featured Tan France, fashion guru on the US makeover show Queer Eye, who sought to tackle bias and stigma in obesity through clothing and personal narratives. It also worked with A-list actress Julianne Moore on a drive to encourage people to focus on their brain health and reduce the risk of dementia.
"I'm partnering with Lilly because if something feels off with your sleep, you shouldn't just push through," said O'Neal. "Talk to your doctor. That's the play."
