Our Work

Novo Nordisk x Thick Skin

Novo Nordisk x Thick Skin

Novo Nordisk’s Ambitions

Reduce the barriers to health care for larger-bodied people, ultimately changing the narrative and destigmatizing obesity.

The Action

Thick Skin – a Four-Part Docuseries + “Explainer Vignettes”

Novo Nordisk and Content Room co-produced a 4-part docuseries, Thick Skin, that follows four remarkable higher-weight women in Philadelphia whose stories will change hearts and minds about the last bastion of unabashed cruelty permitted, and even encouraged, by our diet-obsessed society.

The “Explainer Vignettes” focused on science and facts surrounding obesity and continued to spotlight the extraordinary women featured in the docuseries.


Overall, the premiere, encore, and 76 custom spots which aired across AMCN grossed 116.M HHs and 2.7M A25-54 throughout the campaign. The campaign delivered 5M+ views across social, exceeding the goal of 1.67M, and also generated 15M+ social impressions. Across social, Thick Skin generated over 5M+ engagements and had a reach of over 6M+.

• #2 most viewed Facebook TV partnership during the campaign period
• #1 most viewed Facebook TV partnership in the Healthcare category in 2023 YTD

• Top 10 series original on Sundance TV among digital views (O&O +DIST.)
• The Thick Skin show page is a top 10 (#7) page on SundanceTV.com among page views

• Thick Skin vignettes & promos across AMCN garnered a 148 Attention Index, proving viewers were 48% more likely to watch these spots to completion than the average ad.

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