GSK plans obesity documentary
pharmafile | January 29, 2010 | News story | Medical Communications | Alli, GSK, obesity
Obesity is about to get the Hollywood treatment with GlaxoSmithKline Consumer Healthcare funding a documentary by Oscar-winning director Barry Levinson.
The film is designed to draw attention to the growing problem in the US, where two out of three people are overweight or obese.
Part of The Spotlight Initiative, a series of films on social issues which have so far included mental illness and climate change, it is produced by not-for-profit arts and entertainment group The Creative Coalition.
“The evolution of the obesity crisis in America is a fascinating and compelling human story,” said Levinson. “It’s the hidden enemy within our borders that no one talks about.”
GSK’s interest in the project is linked to the fact that it markets OTC weight-loss drug Alli (60 mg orlistat capsules) in the US and Europe.
“Obesity is a crisis for America,” said Rachel Ferdinando, GSK’s vice president for the brand. “We are proud and pleased to partner with The Creative Coalition as a vehicle to bring attention to this critical issue.”
Nominated six times, Levison won an Oscar in 1989 for his film Rain Man, which starred Tom Cruise and Dustin Hoffman. His other movies include political satire Wag The Dog.
Levinson and The Creative Coalition will have full creative control over the movie, according to GSK.
Despite this assurance, the New York Times suggested there may be scepticism about GSK’s motives, saying the manufacturer’s financial backing “is sure to raise eyebrows”.
GSK recently launched a US advertising campaign for Alli with the tagline “Eat healthier, live happier”, and tied it in with a survey which indicated there was a disconnect between what Americans think they eat and what they actually eat.
The OTC product was launched in the UK last April and is a lower-dose version of Roche’s prescription drug Xenical, which has been around for over a decade.
The GSK version costs around £50 for a monthly course and is indicated for use in adults with a Body Mass Index (BMI) of 28 or more on a reduced calorie, lower-fat diet.
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