As GLP-1s reshape the weight-loss landscape, Noom is asking a harder question: what happens when the medication stops? Go behind the company’s newest spot in the “Lose for Keeps” campaign and hear how Noom is using behavioral science, emerging research, and provocative creative to challenge the category conversation. Get a first look at the campaign’s next chapter as Noom unveils the creative spot live at ADWEEK House. Discover how the brand is making the case that medication and sustainable habit change are more powerful together—and what it takes to market at the intersection of healthcare, culture, and behavior.