INDIANAPOLIS, United States, June 10, 2026
Eli Lilly and Company has launched a nationwide awareness campaign featuring NBA legend Shaquille O’Neal to spotlight the growing burden of obstructive sleep apnea (OSA) and the availability of new treatment options for adults living with obesity. The initiative, called “Watch This,” centers on O’Neal’s personal journey with moderate obstructive sleep apnea, a condition he unknowingly lived with for years before receiving a diagnosis and treatment. The campaign underscores the importance of recognizing symptoms such as excessive daytime fatigue, loud snoring, poor sleep quality, and difficulty concentrating—signs that are often dismissed but may indicate a serious sleep-related breathing disorder. According to Lilly, approximately 24 million adults in the United States are affected by OSA, with the majority of cases remaining undiagnosed and untreated. The campaign aims to encourage individuals experiencing symptoms to seek medical evaluation and explore available treatment options.
Zepbound Becomes a Landmark Therapy for Obstructive Sleep Apnea
A key focus of the campaign is Zepbound® (tirzepatide), the first and only FDA-approved prescription medicine specifically indicated for adults with moderate-to-severe obstructive sleep apnea and obesity when used alongside diet and exercise. The approval represents a major advancement in the treatment landscape for sleep apnea, a condition historically managed primarily through positive airway pressure (PAP) devices and lifestyle interventions. Clinical data cited by Lilly demonstrated that patients treated with Zepbound experienced significant reductions in apnea-hypopnea index (AHI), a key measure of breathing interruptions during sleep.
In pivotal 52-week studies, many patients achieved substantial improvements in sleep-disordered breathing, while a significant proportion reached remission or mild disease status with no symptoms. The therapy’s dual mechanism as a GIP and GLP-1 receptor agonist also addresses obesity, a major underlying contributor to OSA, offering a novel approach that targets both weight management and disease severity. This combination of clinical benefits positions Zepbound as a transformative option in cardiometabolic and sleep medicine.
National Awareness Campaign Addresses Diagnostic Gap
Advertisement
The newly launched “Watch This” campaign seeks to address one of the biggest challenges in sleep medicine: underdiagnosis. Healthcare experts estimate that nearly 85% of moderate-to-severe OSA cases remain undiagnosed, leaving millions at increased risk for cardiovascular complications, metabolic disorders, impaired cognitive function, and reduced quality of life. Through television, digital media, social platforms, and community outreach events, O’Neal shares his personal experience of recognizing symptoms, obtaining a diagnosis, and beginning treatment. Lilly believes that using a widely recognized public figure can help normalize conversations around sleep health and encourage individuals to seek professional medical advice.
Company leaders emphasized that increasing awareness is a critical step toward reducing the public health burden associated with sleep apnea, particularly among adults living with obesity. By connecting personal storytelling with evidence-based medical information, the campaign aims to bridge the gap between symptom recognition and access to care.
Expanding the Future of Cardiometabolic Health
The initiative reflects Lilly’s broader strategy to advance treatments targeting interconnected cardiometabolic diseases. Beyond its role in weight management, tirzepatide continues to demonstrate clinical potential across multiple obesity-related conditions, highlighting the expanding impact of incretin-based therapies on modern healthcare. As obesity rates continue to rise globally, the overlap between metabolic disease and sleep disorders is becoming an increasingly important area of medical research and clinical practice. The success of Zepbound in obstructive sleep apnea signals a shift toward therapies capable of addressing root causes rather than symptoms alone.
With growing scientific evidence and increased public awareness, experts anticipate that innovative treatments targeting obesity-driven complications will continue reshaping standards of care. Lilly’s latest campaign not only promotes understanding of OSA but also highlights the evolving role of precision medicine in tackling some of the most prevalent chronic health conditions worldwide.
Source: Eli Lilly press release
