Eli Lilly’s “A Life Covered” campaign highlights lifelong obesity struggles and new Medicare GLP-1 access

Eli Lilly launched “A Life Covered,” a new obesity-awareness campaign created with Wieden+Kennedy Portland. The campaign follows a 67-year-old woman reflecting on a lifetime of weight-related struggles and stigma.

The campaign promotes the Medicare GLP-1 Bridge program, which began July 1, 2026, and allows eligible Medicare Part D beneficiaries to obtain certain obesity medicines for $50 per month.

Lilly’s Zepbound KwikPen and Foundayo (orforglipron), alongside Novo Nordisk’s Wegovy, are among the medicines available through the program. Coverage is currently scheduled to run through December 31, 2027.

The 60-second film debuted on television and streaming platforms in August, including placements around NBC programming and Major League Baseball. Additional YouTube, Meta, Snap and TikTok placements are planned through the fall, with an Emmy Awards broadcast planned.

Eligibility is limited:
patients generally need Medicare Part D coverage and a BMI of at least 35, or a BMI of at least 27 with certain weight-related conditions, in addition to meeting other program requirements. The $50 price does not apply automatically to every Medicare enrollee.