American basketball icon and former NBA star Shaquille O’Neal has partnered with Eli Lilly to raise awareness about obstructive sleep apnea (OSA), a common but often undiagnosed sleep disorder affecting millions of adults.
As part of Lilly’s new national campaign, Watch This, O’Neal is sharing his personal experience with moderate-to-severe OSA, including his diagnosis and treatment journey with Zepbound (tirzepatide).
OSA is a sleep-related breathing disorder caused by complete or partial collapses of the upper airway during sleep, leading to interruptions in breathing (apnea). The condition is linked to symptoms such as loud snoring, daytime sleepiness, fatigue, irritability and difficulty concentrating.
According to Lilly, approximately 24 million adults in the United States are affected by OSA, many of whom also live with obesity. Despite its prevalence, around 85 per cent of moderate-to-severe OSA cases remain undiagnosed and untreated.
To help address this awareness gap, Lilly’s Watch This campaign will run across television, streaming services, digital and social media platforms, as well as community events and public appearances.
O’Neal said he had long dismissed the symptoms of sleep apnea as normal parts of his life.
“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. When my doctor told me I had moderate obstructive sleep apnea, it clicked – this wasn’t just about snoring, it was a real health condition,” he said.
He added that being prescribed Zepbound had made a positive difference in his treatment journey and also helped him lose weight.
“If sharing my story helps even one person talk to their doctor, that’s a win,” O’Neal said on joining the Lily campaign.
Zepbound is approved for the treatment of moderate-to-severe OSA in adults with obesity and is intended to be used alongside a reduced-calorie diet and increased physical activity. Lilly said clinical studies showed the medicine significantly reduced breathing interruptions during sleep, with some patients experiencing complete resolution of OSA symptoms after one year of treatment.
Commenting on the campaign launch, Lina Polimeni, senior vice president and chief marketing officer for consumer at Lilly, said, “Millions of people are living with moderate-to-severe OSA and may experience snoring, daytime sleepiness and irritability. Shaquille was one of those people, so he didn’t simply want to be another name on a campaign – he wanted to tell the truth about his own health on his own terms.”
“That kind of honesty can help move other people from thinking they are just tired, experience chronic snoring, and have trouble sleeping, to recognizing they should talk to their doctor,” she said.
Ilya Yuffa, executive vice president and president of Lilly USA and Global Customer Capabilities, noted that Zepbound is currently the first and only prescription medicine approved for moderate-to-severe OSA in adults with obesity when used alongside diet and exercise.
On Lilly‘s partnership with O’Neal, he said,“Shaquille’s story is a powerful reminder of how many people are living with this condition without knowing it and our goal is to make sure they have a clear path from awareness to diagnosis to care.”
Through the campaign, Lilly is also providing educational resources to help people recognise symptoms of sleep apnea and explore available treatment options.
