The Butterfly Foundation has partnered with multicultural communications agency Ethnolink to launch Let’s Talk Eating Disorders: Support and Resources in Arabic, a campaign designed to increase awareness, break down stigma, and provide essential support for Arabic-speaking communities in Australia.
The initiative was created to address the unique barriers that individuals from some Arabic-speaking communities face in recognising and seeking help for eating disorders. These barriers include stigma, cultural attitudes towards mental health, and misconceptions that eating disorders are solely about weight or self-control.
As the third most spoken language in Australia, Arabic was selected as the campaign’s first focus, supported by funding from The Midwinter Ball Committee.
Rachael Adams, head of multicultural communications at Ethnolink, said: “Addressing taboo topics like eating disorders in diverse communities is vital, and to do so by sharing real stories of people with lived experience in their native language ensures they resonate.”
The campaign features a video series co-created with the community, including stories from a young woman with lived experience of an eating disorder, a family member, and an Arabic-speaking GP. These videos, along with targeted Arabic-language social media and radio adverts, aim to reduce stigma, dispel myths, and encourage help-seeking behaviour.
“Eating disorders do not discriminate and access to information or support should not be limited by the language someone speaks or their culture. We are so pleased that we can now offer information and resources to Arabic-speaking communities, help to reduce stigma and shame around eating disorders, and encourage help-seeking by anyone who may be affected,” said Dr Jim Hungerford, Butterfly Foundation CEO.
“This campaign embodies the importance of culturally informed communication. By working closely with the community, we hope to empower Arabic-speaking individuals and families with the knowledge and support they need to navigate eating disorders,” said Ethnolink’s founder and CEO, Costa Vasili.
The campaign will run across digital platforms and community radio, directing individuals to a dedicated webpage featuring bilingual resources in English and Arabic. These include fact sheets on eating disorders and body image, live-action videos, and social media assets for raising awareness. A stakeholder pack is also available to support broader community sharing.
The campaign will be officially launched in Melbourne on Wednesday, 4 December 2024, at an event featuring Maria Vamvakinou, Federal Member of Parliament for Calwell.
