Film and TV have always shaped how audiences see the world. Movies and shows have transformed how people think about mental health, addiction, sexuality, and countless other topics once considered too private for the big screen. But when it comes to one of the most common parts of our daily lives—living with illness—many of today’s most prevalent chronic diseases are still largely missing from popular entertainment.
For the millions of people living with a health condition, or caring for someone who is, on-screen portrayals matter much more than viewers realize. Authentic representation of illness can influence awareness, chip away at stigma, and ultimately shape health outcomes. As a medicine company that puts health above all, Lilly has supported research and collaborations designed to help the entertainment industry depict the lived experience of disease with greater authenticity, empathy, and nuance.
Lina Polimeni, senior vice president and chief marketing officer, consumer at Eli Lilly and Company, states that “Lilly is committed to engaging where culture shapes how people understand disease. When storytelling captures the human realities of living with disease, it can reduce stigma and inspire earlier action.”
As part of that effort, Lilly sponsored research with the USC Annenberg Inclusion Initiative, which examined disease representation across the 100 most popular TV series and 100 top-grossing films of 2023. After evaluating 8,676 speaking characters, the study revealed a significant gap between real-world disease prevalence and its portrayal on screen.1 6 in 10 young adults, 8 in 10 midlife adults, and 9 in 10 older adults in the US currently live with at least one chronic condition2—yet many of today’s most common diseases were either absent from entertainment entirely or portrayed in flat, one-dimensional ways.
To put it into perspective, less than 3% of speaking characters portrayed obesity, for example, despite approximately 37% of Americans living with obesity.1 Nearly half of characters with obesity were also written with unlikeable qualities, with more than 1 in 10 the subject of jokes or ridicule.1 Alzheimer’s disease, dementia, diabetes, or atopic dermatitis each showed up in fewer than 1% of evaluated characters.1 And when cancer did appear, storylines frequently centered on treatment and severe illness or mortality rather than survivorship; Alzheimer’s disease and dementia narratives also leaned heavily on decline, often at the expense of fuller, more complicated realities of living with the condition.1
The findings can feel discouraging, but they also point to an opportunity: Storytellers have the chance to create richer, more authentic portrayals of illness that better reflect the real health experiences of millions of people.
“Entertainment has the opportunity to lean into the moments that can have a profound impact on us—and in doing so can shape how we think about and approach our own health when we turn off our screens and move in the real world,” explains Dr. Stacy L. Smith, Founder of USC Annenberg Inclusion Initiative & study’s lead author.
Lilly is leading this effort—bringing together researchers, patient advocates, production partners, and industry leaders, such as Tribeca Studios, CBS, and Imagine Entertainment to bring more authentic stories to the screen. Lilly has also championed the USC Annenberg Inclusion Initiative Content Creation Toolkit, built with guidance from industry experts and patient advocacy organizations, to give writers, showrunners, and creators the practical tools for portraying experiences with nuance and accuracy. Today, that toolkit has become a foundational resource across Lilly’s broader collaboration with the entertainment industry, translating research into recommendations creators can actually use.
Authentic representation doesn’t happen by accident. It happens when creators have access to resources—and an intentional process to bring nuanced stories to the screen.
Thoughtful storytelling has real power to build understanding, reduce stigma, and spark more informed conversations around health. Every decision along the way, from greenlights to writing to casting, shapes how audiences understand disease and how they can act on that understanding.
Today, Lilly is putting research, resources, and partnership behind the industry to make that possible. Because the stories culture tells about health can shape how people understand and manage their own health—and creators hold the pen on which stories get told.
If you’re interested in any submissions, collaborations, or inquiries about resources, please reach out to Lilly via [email protected].
Credit: Source link