In 2017, the Butterfly Foundation sought to influence national health reform and secure greater government investment in treatment for eating disorders. Despite the growing evidence base and serious health consequences, eating disorders had not been prioritised in national funding or Medicare-supported treatment pathways. 

Primary developed and delivered an integrated advocacy and communication campaign for Butterfly Foundation’s annual Maydays program, targeting Federal Government decision-makers and the broader public. The campaign centred on elevating the lived experience of people with eating disorders, highlighting the high rates of suicide, medical complications, and the urgent need for affordable treatment. 

Primary’s work included: 

• Strategic support for direct lobbying efforts 

• Development of an evidence-based policy platform and business case for reform 

• Production of six video case studies featuring personal stories 

• Creation of animated infographics and digital assets for use across social media and a dedicated campaign microsite 

The campaign combined compelling narratives with policy recommendations and leveraged targeted stakeholder engagement, national media outreach and fundraising. It formed part of a long-term partnership between Primary and Butterfly, built over more than a decade of strategic communication, advocacy and lobbying support. 

• The Federal Government committed to health system reform, including the introduction of a comprehensive Medicare program for eating disorder treatment 

• The Minister for Health nominated eating disorders as his priority issue for COAG 

• Three years of funding secured for compulsory health workforce training 

• Two years of funding secured to expand the national helpline to operate seven days per week 

• Government commitment to fund suicide research into eating disorders 

• 725 media articles generated across local and national outlets 

• Facebook engagement increased by 76% 

• Campaign support from 16 mental health organisations 

• $180,000 raised through the campaign