After an intensive competitive pitch process, the Butterfly Foundation, Australia’s foremost charity supporting individuals affected by eating disorders and body image issues, has appointed Think HQ as its new communications partner. This partnership aims to enhance Butterfly Foundation’s strategic communications across various platforms, including media relations, media training, issues management, creative campaign development, events, and ambassador management.
Melissa Wilton, Butterfly’s Head of Communications and Engagement, praised Think HQ’s innovative and heartfelt approach. She said, “Think HQ came to us with a considered and innovative pitch, and an obvious passion for Butterfly’s work and purpose. We were impressed with Think’s genuine commitment to tell the Butterfly story, and we are excited to be working alongside the team to drive important conversations that dismantle stereotypes, break down stigma and encourage help seeking.”
This announcement is timely, given the rising concern over eating disorders in Australia. The latest “Paying The Price” report by Butterfly Foundation reveals a staggering 21% increase in eating disorders since 2012, affecting an estimated 1.1 million Australians in 2024.
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Wilton further emphasized the urgent need for increased visibility and support, stating, “Calls to the national Helpline and demand for treatment services are increasing exponentially, yet we know that less than 30% of people with an eating disorder seek help – so this represents a massive problem. It’s never been more critical to be visible, share our stories and amplify the voices of lived experience. Think HQ’s unique offering coupled with their team’s experience make them an ideal partner to help us achieve our communications priorities, of which there are many!”
Think HQ’s Founder & Managing Director, Jen Sharpe, expressed enthusiasm for the collaboration, saying, “We are thrilled to be acting as an extension of Butterfly’s dedicated and passionate team. We see this as the start of an incredible working relationship and cannot wait to tell important stories together. As the positive change agency, Think HQ is perfectly placed as Butterfly’s communications partner, and we look forward to driving real impact together.”
The partnership’s first significant project will be unveiled in September during Body Image and Eating Disorders Awareness Week (BIEDAW).
About Think HQ
Think HQ is an award-winning, full-service agency working with like-minded clients to create positive outcomes for people, places, and our planet. With over 90 staff across its Melbourne and Sydney offices, including specialist multicultural communications arm, CultureVerse, Think HQ is The Positive Change Agency.
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