MALAYSIAN celebrities Siti Nordiana, Diana Danielle and Shila Amzah have partnered with OVA, a licensed telehealth platform in Malaysia, to launch a nationwide awareness campaign addressing obesity and improving access to modern weight management care for women.
The initiative aims to reframe obesity as a medical and health issue rather than one based on appearance-driven judgement, while encouraging women to seek earlier and more accessible clinical support.
It also seeks to shift public perception towards a more health-focused understanding of weight.
OVA said the campaign is intended to tackle one of Malaysia’s key health concerns by reducing common barriers such as limited time, awareness and access to treatment, making personalised weight management care more reachable for women across the country.
OVA’s Marketing Vice President Tom Reynolds said the issue has long been misunderstood in public discourse.
“Obesity is one of Malaysia's biggest health challenges, yet for too long the conversation has focused on appearance rather than health.
“We know that weight is about far more than willpower alone and that many women face barriers to accessing care, whether that is a lack of time, awareness or convenient access to treatment,” he said.
The campaign is launched against the backdrop of concerns about national health data.
According to the National Health and Morbidity Survey, 54.4 per cent of Malaysian women are classified as overweight or obese.
Beyond weight classification alone, obesity is closely linked to non-communicable diseases (NCDs), including cardiovascular disease, diabetes and hypertension. Studies indicate that more than 70 per cent of NCDs have a documented association with obesity.
Further compounding the issue, 57 per cent of individuals with obesity reportedly misclassify their condition, contributing to delayed treatment and higher risks of complications and mortality.
At the core of the campaign are personal testimonies from Siti Nordiana, Diana and Shila, who have openly discussed their experiences with weight changes and societal expectations throughout their careers.
The campaign aims to normalise conversations around women’s health by highlighting shared challenges faced across different life stages.
Siti Nordiana reflected on the evolving pressures women experience over time.
“Life changes all of us. Motherhood, careers, stress and the many roles we take on as women all leave their mark.
“I hope this campaign helps more women realise that weight is about far more than willpower alone and gives them the confidence to take charge of their health on their own terms,” she said.
Diana spoke about growing up under public scrutiny and the emotional impact of visible body changes.
“Growing up in the public eye meant that every stage of my life was visible. Over the years, my weight has changed and those changes often became part of the conversation around me.
“Like many women, I have had periods where I have struggled to manage my weight and wondered why something that seemed so simple could feel so difficult. Over time, I have come to understand that there is not always a simple answer.
Life changes, our bodies change and so do our needs.
“Through this campaign with OVA, I hope more women realise that weight changes are a part of life, that they are not alone in what they are experiencing and that they feel empowered to take control of their health and build healthier lives on their own terms,” she said.
Shila shared how motherhood has reshaped her perspective on health and long-term wellbeing.
“My health has always been important to me, but becoming a mother changed everything. I know many mothers go through the same experience and understand just how much motherhood, stress and the different stages of life can change our bodies.
“Over time, I have learned that weight is influenced by so much more than what we eat or how hard we try. Hormones, biology and the demands of everyday life all play a part and sometimes a different approach is needed.
“Through OVA, I hope more women feel empowered to better understand their health, take control of their weight and build healthier lives for themselves and their families,” she said.
OVA’s campaign is built around expanding access to structured medical weight management through digital healthcare solutions. The platform provides online consultations with licensed doctors, personalised treatment plans and ongoing clinical support.
The system is designed to integrate care into everyday life, offering convenience through digital access and home delivery services, reducing traditional barriers to treatment.
Reynolds said the partnership with well-known Malaysian personalities is intended to encourage broader engagement with the issue.
“Through OVA, we are working to make evidence-based obesity care more accessible through telemedicine.
“By partnering with recognisable women like Siti Nordiana, Diana Danielle and Shila Amzah, we hope to reshape the conversation around weight and empower more women to see their own stories reflected, take control of their health and build healthier futures,” he said.
The collaboration highlights a broader attempt to move the national conversation away from appearance-based judgments toward medically informed discussions on obesity and health outcomes.
By combining celebrity advocacy with telehealth services, OVA aims to encourage earlier intervention, better awareness, and improved long-term health management among Malaysian women.