INDIANAPOLIS — Eli Lilly and Co. has partnered with NBA Hall of Famer Shaquille O’Neal for a nationwide campaign to raise awareness about moderate-to-severe obstructive sleep apnea, encouraging Americans to recognize symptoms and consult their doctors.
The campaign expands Lilly’s “Don’t Sleep on OSA” initiative and features O’Neal sharing his experience with moderate OSA to encourage adults, especially those living with obesity, to seek evaluation. Lilly cites estimates that about 24 million U.S. adults are affected, with many cases undiagnosed.
“I was tired all the time. I’d wake up not feeling rested, even after what I thought was a full night’s sleep,” O’Neal said.
“Moderate-to-severe obstructive sleep apnea is more than just snoring – it’s a serious condition and it deserves serious attention,” he added. “For years, I was tired all the time and didn’t know why, but getting diagnosed made a real difference. I’m not always one to ask for help, and I know it can be difficult to speak up when something is impacting you. I’m here to say don’t ignore moderate-to-severe OSA symptoms – talk to your doctor.”
Common signs include loud snoring, choking or gasping during sleep, and daytime sleepiness, fatigue, and irritability. Risk factors may include being male, obesity, age 50 or older, and family history. In moderate OSA, breathing can be interrupted 15-29 times per hour; 30 or more events per hour may indicate severe OSA.
“Moderate-to-severe obstructive sleep apnea is a serious and often overlooked condition that affects millions of Americans,” said Lina Polimeni, Senior Vice President and Chief Marketing Officer, Consumer, at Lilly. “By partnering with Shaquille O’Neal, someone who brings authenticity, relatability and cultural reach, we’re aiming to break through the stigma and spark real conversations. This campaign, and the exciting work we’re doing at Lilly, is about empowering people to recognize possible symptoms and take action.”
The effort will include digital and media activations directing people to DontSleepOnOSA.com for symptom checklists and discussion guides for healthcare visits.
