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Creative in association withLittle Black Book
Creative
Cardboard Doctors and Conspirituality Gurus Front Numan’s Weight Loss Campaign
04/08/2026
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04/08/2026
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Execute campaign challenges consumers to look beyond marketing behaviours and ask who’s really behind their weight loss treatment
As new weight loss medication providers flood the market, Numan has called out the rise of cardboard cut-out care and online hucksters that undermine patient trust in digital healthcare
Numan’s newest campaign from Execute argues that effective weight loss treatment needs more than pretty promises and pictures of smiling people in white coats. It needs real clinical care and real behavioural support
Two new 30-second films will roll out across TV, VOD, YouTube, paid social, and CRM, plus a dedicated campaign hub on the Numan website
‘Cardboard Doctor’ is exactly what it sounds like. A cardboard doctor fronts the film, standing in for sellers that look like healthcare but offer no regulated, clinical support. The message is simple: weight loss treatment takes more than a prescription
This launches against a backdrop of growing concerns around trust and transparency in the weight-loss market. New research from Numan found that 38% of Brits would consider obtaining weight-loss medication from unregulatednce of fake and misleading AI-generated ‘doctor’ accounts online, blurring the lines between genuine clinical expertise and health misinformation
‘New You’ stars fictional conspirituality charlatan, Neil Steel. The creative pokes fun at the industry’s obsession with dramatic transformations and the notion that losing weight means becoming an entirely different person. Instead, it champions a more realistic approach: helping people feel more like themselves, not less
The campaign follows Numan’s recent entry into the oral GLP-1 category and the first chapter of a wider brand repositioning, centred on the belief that patients achieve better outcomes when medication is backed by ongoing clinical care, behavioural support and expert guidance
It also lands at a moment when consumer confidence and trust in weight loss medication is being tested. Research from Numan has found that 43% of prospective patients worry about side effects, 42% fear regaining weight, and 23% have an aversion to injections. At the same time, 38% would consider purchasing from unregulated sellers, highlighting the need for trusted healthcare providers in a rapidly evolving market
Remy Le Fèvre, brand director at Numan, comments, “Most of the category has worked out how to sell you a prescription. Our view at Numan is that it’s everything around that prescription that makes the difference. The hard part is getting people to actually trust it and stick to it
“That’s what this campaign goes after. It answers the sceptical noise with something real. A charlatan promising a whole new life, when all you want is to take control of your health. A cardboard doctor who can’t answer a single question, because there was never a doctor there at all
“The medication is a real advance toward metabolic health, and more accessible than ever. What makes it work best is the care around it: real doctors, clinicians and coaches supporting people for the long term. That difference is the whole point. That’s Numan.”
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Creative in association withLittle Black Book
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