In preparation for WorldPride23 & Mardi Gras, many LGBTQIA+ members partake in the ‘Mardi Gras shred’: potentially dangerous crash dieting & excessive exercising.
The shred plays out on social media with people sharing progress updates and documenting their journey to getting ‘Mardi Gras ready’. To combat this trend, and in recognition that the LGBTQIA+ community is disproportionately impacted by eating disorders and body image concerns, Butterfly Foundation has partnered with Instagram to launch ‘Body Pride’ (#BodyPrideOnline), a campaign specifically designed to address and challenge negative conversations around body ideals and appearance that can spike in the lead up to and during LGBTQIA+ events, particularly Mardi Gras.
These pressures are felt differently across the community. For example, new research just released by Butterfly revealed that:
- More than half (53%) of gay men feel that there is a pressure to be hypermasculine and/or muscular.
- 75% of trans people and gender diverse people feel that they face more body image pressures than others in the LGBTQIA+ community.
- Nearly half (47%) of respondents felt increased body image pressures in the lead up to major community events such as Mardi Gras and WorldPride. This is particularly prevalent amongst gay and queer (59%) and lesbian (54%) communities, with over half of them saying they felt the pressure.
Featuring four of Australia’s top LGBTQIA+ content creators, Allira Potter (right, lead image), Jonti Ridley (centre, top), Matt Hey (left) and Jeff van de Zandt (centre, bottom), Body Pride aims to drive home the message that Mardi Gras is a time for all LGBTQIA+ people and their allies to celebrate equality, diversity and authenticity, irrespective of appearance, shape, size or identity.
Philip Chua, head of public policy for Instagram Asia-Pacific, said, “We are committed to supporting people to use Instagram in ways that feel safe and comfortable for them. By partnering with the world’s leading experts – including Butterfly Foundation – we are working to reduce pressures around body image online and enable people to use platforms like Instagram to build stronger communities and meaningful connections for safer and more positive body image experiences.”
This seasonal spike in body image pressures has been found to lead to harmful and disordered behaviours, with over a third (36%) of respondents admitting to engaging in restricted eating, fasting, or dieting, and one in five (19%) people saying they engage in excessive exercise, with the aim to lose weight in the lead up to Mardi Gras. When looking further into the LGBTQIA+ community, some people are experiencing this trend on a more alarming rate, with more than half (52%) of non-binary, gender fluid and trans participants saying they perform some form of disordered eating behaviours such as dieting, fasting, excessive exercise, binge eating, and diet pills.
A lot of this discourse is driven by social media, as an overwhelming 80% of respondents believe that social media has a negative impact on body image, more generally, with almost half (49%) claiming that social media has a negative impact on their own body image. This is even more apparent amongst LGBTQIA+ youth, with two thirds of young people (18-29) saying that social media negatively impacts their own body image.
Melissa Wilton, Butterfly’s head of communications and engagement, said, “We know many people in the LGBTQIA+ community feel increased body image concerns in the lead up to events like Mardi Gras, which can trigger anxiety and potentially exacerbate disordered eating behaviours and attitudes. The research indicates that those affected most are gay men and those who are trans people and gender diverse people. The inference here is that you need to look a certain way or have a specific physique to be a worthy member of the community, which just isn’t true.”
Eating disorders and body image issues have significant prevalence in the LGBTQIA+ community all year round, with over half (54%) of LGBTQIA+ people saying that there’s an expectation to look a certain way within the community. Butterfly’s newly launched Body Pride resource hub will live on well beyond Mardi Gras and WorldPride23, hosted on the Butterfly website as an ongoing resource for the community.
The Body Pride online hub contains evidence-based resources and materials, and stories of lived experience from LGBTQIA+ people, designed to encourage the community to feel pride within their bodies and reach out for support if they are struggling with eating disorders or body image concerns. It will be frequently updated, and Butterfly Helpline staff receive ongoing training to better support the LGBTIQA+ community.
Man of Many in partnership with NBC Universal, stages an atmosphere of elegance for Sydney premiere of ‘Argylle’ film. Independent lifestyle publication digital publication, Man of Many, has shown its innovative approach to event management in the premiere of ‘Argylle’ at Hoyts Cinema in Sydney’s entertainment quatre. Over 400 guests were included in the films […]
Independent performance agency, Next&Co, has revealed its plans to extend its operation across the pacific ocean to the United States. The Melbourne-based agency specialises in strategy, media buying, creative and tech and has been servicing global clients for over a decade, with plans for its first international office coming into fruition. Next&Co’s platform, Prometheus, is […]
Quest Apartment Hotel announced a two-year deal with the Cronulla Sharks NRL Club, motivated by the critical work of the ‘Sharks Have Heart’ program in championing inclusivity. As official community partner the Quest group have vowed to incorporate the Sharks initiative for inclusivity into their practises, landing them advertising space on the Cronulla Sharks jersey […]
In this Op-Ed, Dave Jensen (pictured below), co-founder and partner at Connecting Plots, unpacks why it’s time to reignite the flames of persuasion and craftsmanship in advertising for longevity rather than the quick fix. On a bleak, chilly and rain-soaked morning in late 2024, a funeral service is being held in a cemetery somewhere on […]
PubMatic has announced its partnership with Vevo, the world’s leading music video network. The collaboration will allow for an accelerated phase of programmatic CTV growth for Vevo, allowing advertisers to drive scaled reach across its premium library. Vevo’s global network spans more than 800,000 videos, boasting a total monthly average of 25 billion views. Partnering […]
AIA Australia has unveiled its new brand campaign, encouraging Australians to go ‘all in on something’ in an extension of its successful ‘All or Something’ brand platform. The new campaign comes as AIA Australia this year celebrates the 10-year anniversary of its science backed health and wellbeing program, AIA Vitality. The campaign sees AIA continue […]
Heckler has announced the appointment of award-winning creative director Piotr Stopniak. With a celebrated career in motion graphics and design, Stopniak has enjoyed success in his field, first establishing studio Toby & Pete with friend Toby Pike back in 2009. Starting with typography design and moving into interactive and installation work led Stopniak into show […]
Established industry leader in the Australian marketing and communications space, Elevate Communication has added experienced news executive Tash Jobson (lead image) to its already impressive team of practitioners. Jobson joins Elevate as a media specialist after more than two decades as a journalist and editorial leader, most recently as head of news operations at Southern […]
Keeping it in Sydney today! The Sydney Swans have had a tough few years, experiencing a devastating loss in the 2022 Grand Final and tumbling out of the finals in the first elimination game in 2023. Welcome back to B&T’s Spotlight on Sponsors series, where we unpack all the major sponsorship news from each NRL and AFL team in the lead-up […]
The Sydney Roosters have not missed a finals series since 2016 and even secured consecutive premierships in 2018 and 2019. With some of the most recognisable and renowned players in the league, Roosters fans are sure the team has what it takes to make it to the final game in 2024. Welcome back to B&T’s Spotlight […]
Apple has warned that the eSafety Commissioner’s proposed standards to tackle online child abuse would threaten user privacy and turn private companies into “arms of the state” by forcing them to comb through private user communications. The tech giant said that child exploitation is “abhorrent” but that it had serious concerns over the proposed new […]
PHD Australia has announced that it has renewed its relationship with the Australian Football League (AFL) to manage their media account. PHD will be responsible for the media planning and buying across the AFL account, which includes the AFLW competition, Game Development programs and Marvel Stadium. The account will be run out of Melbourne and […]
Kargo, a leading provider of full-funnel advertising solutions across mobile, desktop, and TV screens, is excited to announce the launch of CORE (Create Once, Run Everywhere) in APAC. CORE is built on creative science and empowers advertisers to easily use their creative assets across screens for seamless campaign performance at scale. A combination of creativity […]
Despite the cost-of-living crisis, Australians are still keen to make holiday plans in 2024, with digital audiences for travel searches notching up record numbers in January, according to Ipsos iris data. January travel content had the highest audience since Ipsos iris began, up 2.8 per cent compared to December, and up 4.2 per cent on […]
Australia’s largest independent media agency, Nunn Media, has taken out two major awards at Local Planet’s 2024 Global Conference, including the evening’s top honour of Global Independent Agency of the Year. Rising above more than 75 independent media agencies from 125 markets around the world, Nunn Media was recognised as Global Independent Agency of the […]
Supercars Media and Gravity Media, a world-leading global provider of complex live creative production and media services, today confirmed the broadcast and technology partnership to deliver coverage of this year’s Repco Supercars Championship across Australia and multiple international territories. This year, Gravity Media Australia and Supercars Media will travel more than 40,000 kilometres to deliver […]
Are Media, Australia’s leading omnichannel content company for women, today published the March edition of The Australian Women’s Weekly – with Robert Irwin on the cover. The Wildlife Warrior and I’m A Celebrity… Get Me Out Of Here! host is only the third solo man in modern times to grace the magazine’s cover (the others […]
DDB executive creative director Matt Chandler has announced the appointment of creative team Emmalie Narathipakorn and Seamus McAlary from The Monkeys, building on the success of its existing creative team. Lead Image: L-R – Emmalie Narathipakorn and Seamus McAlary Narathipakorn, who was an art director at The Monkeys, joins DDB as senior art director, while […]
Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image: (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]