22-07-2026
By: Bob KoigiChannel: creation
Tags: Campaigns
Creative
Film
Noom pushes for lasting <a href="https://healthylife7.com/new-study-links-weight-loss-jabs-to-huge-drop-in-alcohol/” title=”New study links weight loss jabs to huge drop in alcohol”>weight loss
Mekanism developed the campaign around Noom’s long-standing focus on behavioural science
Creative agency Mekanism has launched Lose for Keeps, an integrated advertising campaign for behaviour change company Noom, featuring actor Rebel Wilson in her second year as the company’s Chief Wellness Ambassador
The campaign positions long-term behaviour change alongside GLP-1 weight loss medications, highlighting Noom’s approach of combining medication with habit-building to support sustained weight management. It is running across national television, streaming, social media and digital channels
Campaign focuses on long-term weight management
The campaign addresses the role of behavioural support in helping people maintain weight loss achieved with GLP-1 medications. According to Noom, the creative platform is based on the idea that medication can create an opportunity to establish healthier routines that continue after treatment
The campaign launches with two television commercials, Training Wheels and Mute Button. The first uses learning to ride a bicycle as a metaphor for building lasting habits during treatment, while the second explores the reduction of food noise that some patients experience while using GLP-1 medications
Agency highlights behaviour change
Mekanism developed the campaign around Noom’s long-standing focus on behavioural science. The company said data from its GLP-1 programme indicates that members who combine medication with the Noom programme lose more weight, remain on treatment longer and achieve stronger weight maintenance outcomes than those relying on medication alone
Noom also noted that many patients discontinue GLP-1 treatment because of factors including insurance changes and side effects. The company said its behavioural support is intended to help members maintain healthier habits regardless of whether they remain on medication
Campaign extends into the Noom app
As part of the campaign, Noom has introduced Rebel Wilson’s Microhabit Challenges within its mobile app. The feature offers members short habit-building activities focused on areas including nutrition, sleep, movement and stress management. Members who complete the challenges can earn rewards through the app’s Noom Seeds programme
Geoff Cook, CEO, Noom: “Rebel is living proof of the idea behind Lose for Keeps. After losing weight and getting healthy five years ago, she built habits that helped her sustain that change through real life. GLP-1 medications are one of the most important health innovations of our time. What we’ve learned and what our data increasingly confirms is that the patients who benefit most are the ones who build habits during treatment. That’s what Noom has spent 15 years building toward: creating a behavioral foundation that holds for the long run. Noom is not a substitute for medication, it’s a complement to it – one that helps drive medication persistence and more durable weight loss.”
Rebel Wilson, Chief Wellness Ambassador, Noom: “Everyone assumes losing the weight is the hard part. Two kids and five years later, I can tell you staying there is the real test, and the one most people don’t talk about. The habits I built with Noom are just part of my life now. That’s the thing nobody tells you: when they actually stick, it stops feeling like a battle.”
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