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Tackling Europe’s obesity problem – a multi-country strategy

Health & Wellbeing, Internal Market & Retail, Manufacturing Industries, Technology & Telecoms
Government Relations, Public Affairs, Public Relations
Areas of interest
Obesity, Multinational Campaign, Surgery, Awareness Raising, Communications, Public Affairs


Cambre designed and implemented a multi-country advocacy and communications programme for a leading global surgical equipment company to raise awareness of obesity surgery and after-care, and to change the perception of obesity. Target audiences included policy-makers, regulators, patients, consumers, academics and media.


The obesity pandemic costs the EU more than €59 billion a year in direct healthcare costs. Obesity surgery is not only life-saving but can also prevent secondary diseases such as diabetes. However, the benefits of surgery are often neglected due to low referral rates from GPs, lack of understanding of its benefits and long-term cost savings, and often insufficient reimbursement.

The surgical equipment company wanted to raise awareness of obesity surgery and its benefits in improving quality of life and reducing the long-term health costs associated with obesity. Cambre was asked to develop and implement a multi-country public affairs and communications strategy aimed at a wide range of stakeholders including key politicians, regulators, patients and media.

Once the strategic approach was defined across all the countries in collaboration with the client, a diverse range of tactics and tools were implemented. Notable among these were a kick-off event in the European Parliament, a survey on public perceptions of obesity, and an obesity tool-kit for the markets which included key messages and a Q&A to support public affairs outreach in all countries as well as in Brussels. Cambre has also led relationship-building with key stakeholders and opinion leaders.

Related work

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