A regional award has put the spotlight on a conversation many people avoid: how weight is discussed in the medical consultation and outside it. According to the sources, Adium and the agency Upgrade Comunicación LATAM received a recognition at the ASPID LATAM 2026 Awards for the campaign “Hablar te quita un peso de encima,” which was also launched in Costa Rica. Here we explain what was awarded, why the topic matters, and what it may mean for the reader.
What Was Recognized and in Which Category
According to La Nación (CR) and Delfino.cr, the campaign was honored in the Outdoor Advertising (Outdoor) category. The jury evaluated its creative proposal, which seeks to change the way obesity and overweight are discussed and to encourage people to seek medical guidance. The ceremony took place in Mexico City, during the 30th edition of the awards, which according to the reports were created in 1996 and recognize work in the Ibero-American health and pharmaceutical sector.
The award recognizes the way of communicating rather than a clinical result. It is important not to confuse the two: a creative award indicates that the idea was well executed and well conceived, but it does not measure whether the population changed its habits or went to consultations more often.
Why Talking About Obesity Is So Difficult
The reports describe obesity as a chronic, complex, and multifactorial disease, that is, one with causes that combine biological, environmental, and social factors. This idea is not always reflected in everyday language, where weight is often associated with personal willpower.
This is where stigma comes in. According to the campaign, the creative concept started from a common experience: people living with obesity find it hard to talk about their condition, even with their doctor, for fear of being judged. That fear has a practical effect: if a person anticipates judgment, they may postpone the consultation or not tell everything that is happening to them, which limits the quality of care.
How the Campaign Was Rolled Out
According to the sources, between October 2025 and October 2026 the campaign was carried out in the Dominican Republic, Peru, Chile, Ecuador, Uruguay, Panama, and Costa Rica, with a single creative platform adapted to each market. The strategy combined printed and digital outdoor advertising, audiovisual content, social media, a dedicated web platform, and public relations actions, such as workshops for journalists, spokesperson training, and educational materials.
This mix shows that the campaign did not aim only to attract attention. The workshops for journalists and the educational content aim to improve the quality of the information in circulation, which is key on a topic where myths about weight abound.
The Mental Health Dimension
Although the campaign focuses on obesity, its message touches on a point that mental health also addresses: the emotional impact of stigma. People who feel shame or fear of being judged may experience more anxiety when going to health services, and that tension influences whether they seek help in time. For this reason, reducing judgment in the conversation is linked to emotional well-being, not only to physical well-being.
When to See a Health Professional
No campaign replaces a personalized evaluation. It is advisable to consult a health professional if weight changes without explanation, if symptoms that cause concern appear, if there is difficulty managing weight with usual habits, or if the topic causes emotional distress that affects daily life. A doctor can assess the full situation, consider medical history, and propose a plan suited to each person. Anyone who fears being judged can bring that concern to the consultation: health professionals often listen to it.
The Essentials
- The campaign “Hablar te quita un peso de encima” was awarded in the Outdoor Advertising category at the ASPID LATAM 2026 Awards, according to La Nación (CR) and Delfino.cr.
- Obesity is described as a chronic and multifactorial disease; stigma can make medical consultation more difficult.
- The campaign was rolled out in seven countries, including Costa Rica, with advertising, social media, a web platform, and work with the media.
- A creative award does not equal health outcomes. The sources do not publish impact figures.
- In the case of symptoms, unexplained weight changes, or emotional distress, the recommendation is to consult a health professional.
This content is for informational purposes only and does not replace the advice of a health professional.
News Sources
- Delfino.cr: “Hablar te quita un peso de encima”, la campaña de Adium en Costa Rica, recibió un premio ASPID LATAM 2026
- La Nación (CR): La campaña “Hablar te quita un peso de encima” recibió un premio ASPID LATAM 2026
- Teletica: Medford tras derrotar a Herediano: “El equipo sabía que tenía que ganar hoy”
- CR Hoy: Saprissa derrota a Herediano y lo elimina del Torneo Apertura
- Diario Extra: Saprissa sentencia al campeón que se queda sin semifinales