In 2021, Butterfly Foundation responded to a sharp rise in body dissatisfaction among children and teenagers in Australia. The campaign aimed to raise national awareness of the issue’s early onset and increase donations to fund school-based prevention programs. With limited public understanding and growing urgency, the campaign needed to centre lived experience, engage parents and caregivers, and deliver a clear call to action. 

Primary led the development and delivery of the Change the Picture campaign. The campaign was built around the message ‘Body Dissatisfaction Starts Young’ and structured to reach broad public audiences through coordinated research, storytelling, design, and media. Primary’s work included: 

• Research to define audiences and frame the issue 

• Narrative and positioning informed by Butterfly’s data and frontline insights 

• Case studies and visuals featuring childhood photos to highlight early body image concerns 

• Development of the slogan and hashtag: #ChangeThePicture 

• Creative direction across print, digital, and social media collateral 

• Earned media targeting national outlets 

• Integrated fundraising messaging aligned to campaign themes 

• Secured 600 media clippings in two months – a 38% increase from 2019 

• Featured across national news, lifestyle, parenting media, radio and morning TV 

• Donations rose 230%, with a marked increase in online giving during the campaign 

• Sparked national conversation on early body image education and reinforced Butterfly’s leadership in prevention 

• The message ‘Body Dissatisfaction Starts Young’ gained widespread media traction