Butterfly Foundation is fighting to open the doors of Wandi Nerida, Australia’s first residential recovery centre for Australians with an eating disorder, located on Queensland’s Sunshine Coast.
The residential centre has received Federal Government funding to support the build and contribute towards the cost of operations, however urgent additional funding is now required to open the doors of Wandi Nerida.
Butterfly Foundation CEO, Kevin Barrow, said a different approach to treatment of eating disorders is now needed in Australia. “Eating disorders have one of the highest mortality rates of all mental illnesses, and with more than one million Australians currently suffering from an eating disorder, every Australian should have access to the right type of treatment, to enable sustainable recovery.”
“A residential eating disorder-specific centre like Wandi Nerida will provide an evidence-informed model-of-care to address all types of eating disorder symptoms and behaviours, as well as socio-psychological factors that can prolong a person’s mental illness,” he said.
Wandi Nerida, meaning ‘gather together to blossom’ is a traditional name gifted to Butterfly by local Elders of the Kabi Kabi Nation. The recovery centre is a multi-disciplinary staffed residence with 13 beds that will pilot the Butterfly Foundation Residential Eating Disorders Treatment (B-FREEDT) Model of Care©, modelled on Carolyn Costin’s Eight Keys to Recovery. It has been purpose-built and will be open to anyone in Australia, to all genders and importantly to people with varying eating disorder presentations.
The phased treatment structure has been adapted for the Australian environment and provides for various interventions focusing on all aspects of an eating disorder, including psychiatric, clinical and nutritional.
“Wandi Nerida will make a significant contribution to improving recovery options for all Australians with complex and enduring eating disorders, especially those cycling in and out of hospital,” added Mr Barrow. “All Australians have the right to access this type of a facility without having to travel internationally. The fact that Butterfly has already received some 200 expressions of interest speaks volumes.”
South Australian father of two, Kelly, has twice been admitted to hospital for his eating disorder.
“Hospitals are not built for looking after eating disorder patients and hospitalisation only works to treat a person medically, rather than focus on a whole-of-person recovery. We need a purpose-built centre like Wandi Nerida, and it is essential we look at a different and a more collaborative approach that encourages long term sustainable recovery,” said Kelly.
According to Wandi Nerida Clinical Director, Dr Zach de Beer, Wandi Nerida will provide personalised recovery-oriented treatment and care, in a tranquil bush environment.
“One of the big differences with our approach is that we have a connection with lived experience,” said Dr de Beer. “Traditionally, practitioners, psychologists, doctors and nurses would treat their patients and not disclose any history or their own lived experience.
“At Wandi Nerida, it’s about that shared connection; we want people to be open and transparent, when appropriate. We have a strong emphasis on hope and that people can recover from an eating disorder.”
Siena, from NSW, was fortunate enough to receive successful treatment from a residential centre in the US.
“It was the best thing I ever did. I’d walked in so malnourished and I couldn’t eat. By the time I left, I felt I had re-learnt life,” she revealed.
“A residential centre has the structure to address mental illness with various interventions in a home-like environment. Having this model of care, dedicated particularly to this mental illness, will save someone’s life, and it’s needed now.”
For Pheobe from WA, being in an environment where she could see and hear recovery journeys first-hand was what contributed to her recovery from an eating disorder.
“In a hospital, your only connection is with the other patients and this can be really unhealthy and demoralising. It can perpetuate being stuck in the bubble as everyone around you is engaging in the same behaviours,” she said.
“Wandi Nerida will have a huge impact on eating disorder recovery. The program model is also inspiring for people who are suffering as they can see it is possible to recover.”
“Opening the doors of Wandi Nerida will be a critical turning point for future eating disorder treatment models in Australia. We urgently need the funds to open the doors in the first half of 2021 as planned, and make it accessible to anyone who is eligible, regardless of their financial circumstances,” said Mr Barrow.
Sarah Lawrey, Senior Account Director at creative agency Yoke – creator of the campaign – said: “With ambitious funding targets for Wandi Nerida, we were challenged to deliver a highly-emotive campaign that compels Australians to donate and save lives. It was a pleasure working with the dedicated and passionate Butterfly team to develop a campaign that demands much-needed attention and funds for an often misunderstood illness and a vital initiative. Butterfly’s Wandi Nerida needs the power of the people.”
Ryan Nadzielski, Creative Director at Yoke said: “This year, more than any other, all Australians have developed a new understanding of mental health. It’s time for eating disorders to join this important societal conversation and for people to truly comprehend their impact. Our aim was to create a strong creative platform for Butterfly’s Fight for Wandi Nerida Recovery Centre. The stakes are high, and we need to give like their lives depend on it.”
For more information on Butterfly’s Fight for Wandi Nerida campaign visit butterfly.org.au/fightforwandinerida.
Creative agency: Yoke
Senior Account Director: Sarah Lawrey
Creative Director, Writer: Ryan Nadzielski
Art Director, Designer: Phoebe Dann
Developer: Gary O’Connell
Loaf Post House
Editor: Mario Hannah
Please login with linkedin to commentButterfly Foundation
Tragically, tragically, the Olympics is beginning its wind-down. As millions of people in lockdown across Australia look upon the coming Monday with dread, wondering what they’ll watch when they’re ‘working’ between the hours of 3 – 5pm, or the unbeatable dopamine boost of watching someone mess up a move in a sport you’ve never heard […]
Acoustic, an open and independent marketing cloud and analytics provider, has announced the expansion of offices in Sydney and Melbourne as well as the launch of an Australian, cloud-based data centre. The move is part of its commitment to prioritise tens of millions of dollars over the next two years to accelerate its growth strategy […]
Foxtel’s investment into streaming services is paying off, with BINGE, Kayo and Foxtel Now reaching a record 2 million subscribers. The subscriber figures were released this morning as News Corp shared its full-year financial results for FY 2021. As of June 30 2021, Foxtel had a total of 3.891 million paid subscribers, marking a 40 […]
Agency, BMF has appointed Lucy Kough, aiming to strengthen creative leadership by the hire. With more than 20 years of experience, Kough has worked in roles across direct, brand, media, digital, experiential, regional, CRM in creative agencies including Ensemble Australia, Enigma Agency and Archibald/Williams. Kough has delivered work across a diverse range of brands such […]
Dubai Tourism has enlisted some serious A-list clout and added some serious violence in a new, out-of-character campaign to attract visitors to the Gulf State. The work of London agency Mother, the campaign’s called “A Five-Star Mission” and stars none other than the way-too-attractive duo of Jessica Alba and frequent Byron Bay visitor, Zac Efron. […]
This month Vevo is celebrating 40 years of music videos – a medium that has become a cultural touchstone for anyone with ears and eyes. MTV premiered exactly forty years ago this month and changed music forever, offering a visual music medium and music lovers and advertisers have never looked back. To celebrate such a […]
Nova’s Live & Unrestricted, hosted by Tim Blackwell and Kate Ritchie, will aim to provide listeners with an escape from restrictions, dropping every Saturday morning in August on the Nova Network. Following the overwhelming response to Nova’s Kate, Tim & Joel Live in Lockdown, a one-off special to keep up the spirits of listeners locked down in […]
Every city has a suburb forever laden with the epithet “where the IKEA is”. For Sydney-siders, it’s Tempe (“you know, where the IKEA is”) and in Majorca, Spain, it’s Poligno de Son Malferit (“where the IKEA is”). Granted, it still sounds much more exotic than ‘Tempe’. So, when a branch of KFC opened up in […]
WPP has revealed its revenues have returned to pre-COVID levels a year earlier than the world’s biggest advertising group had expected after a resurgence in global marketing expenditure fuelled by digital media. Releasing its half-year update overnight, London head office announced first-half revenues of £6.1 billion ($A11.4 billion), a year-on-year increase of 16 per cent […]
Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]
TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]
Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar. Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.
Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]
Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]
Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption? BW: […]