Eli Lilly and Company announced a new partnership with NBA Hall of Famer and cultural icon Shaquille O’Neal to launch a nationwide campaign aimed at raising awareness about moderate-to-severe obstructive sleep apnea (OSA). The initiative, part of Lilly’s “Don’t Sleep on OSA” campaign, seeks to educate people about the symptoms and potential health impacts of this serious yet often underdiagnosed condition.

Moderate-to-severe OSA affects an estimated 24 million adults in the United States, many of whom are overweight or living with obesity. Despite its prevalence, most cases remain undiagnosed. Through this partnership, Shaquille O’Neal will share his personal experience with moderate OSA to encourage others to recognize the symptoms—such as loud snoring, choking or gasping for air during sleep, daytime sleepiness, fatigue, and irritability—and to speak with their healthcare provider.

“Moderate-to-severe obstructive sleep apnea is more than just snoring—it’s a serious condition that deserves real attention,” said O’Neal. “For years, I was tired all the time and didn’t know why, but getting diagnosed made a big difference. I know it can be hard to ask for help, but if something is affecting you, don’t ignore it. Talk to your doctor.”

Through a series of digital and media activations, O’Neal and Lilly will reach audiences across the country, empowering people to learn more about moderate-to-severe OSA and take proactive steps toward diagnosis and management. Individuals can visit DontSleepOnOSA.com for more information.

People living with moderate-to-severe OSA experience repeated interruptions in breathing during sleep due to a partially or fully blocked airway. Those with moderate OSA may have 15–29 interruptions per hour, while 30 or more indicate severe OSA. Risk factors include obesity, being male, being over 50, and having a family history of the condition. Beyond breathing disruptions, OSA can cause significant daytime sleepiness and reduced concentration, impacting quality of life.

“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 with authenticity, relatability, and cultural influence—we aim to break the stigma, raise awareness, and spark meaningful conversations. This campaign reflects Lilly’s commitment to empowering people to recognize symptoms early and seek medical guidance.”