Last month, the drugmaker partnered with retail pharmacy giant CVS Health on a new obesity support program for people who have already been prescribed a weight loss med and also rolled out a physician education site, Rethink Obesity, to persuade doctors to discuss obesity treatment with patients. On the latest TV-themed campaign, Novo worked closely with Queen Latifah to create the series of videos, which appear on YouTube, Instagram and a dedicated website. Her willingness to share her own weight struggles made her "the perfect ambassador to really inspire our audience—and also give them something to aspire to," Materacky said.