Butterfly Foundation has appointed PR and marketing consultancy firm, Edelman Australia, as its new communications agency of record.
The appointment follows a competitive pitch and sees Edelman providing Butterfly Foundation – which advocates the needs of those with eating disorders and body image issues – with services including strategic media relations, executive communications and thought leadership to media training, content creation and events.
“We instantly felt the passion from the Edelman team – we love their energy, their creativity, and their deep strategic understanding of Butterfly’s purpose as the voice of lived experience,” said Butterfly’s head of communications and engagement, Melissa Wilton.
“We have big ambitions as part of our three-year strategic plan and Edelman has quickly become an extension of our team as we work together to achieve these.”
Edelman’s head of corporate, APAC and executive sponsor of the healthcare practice, Susan Redden Makatoa (main photo) said it was “an honour” for the agency to be working with Butterfly Foundation.
“(Their) work is genuinely purposeful and makes a real difference in people’s lives,” she said.
“We are excited to work on creative ways to break down the stereotypes and stigma surrounding an issue that touches so many Australians.”
The appointment is timely considering the prevalence of eating disorders has increased globally since the pandemic and resulting lockdowns, owing to people either bingeing food or restricting their diets as a coping strategy.
Edelman’s first major Butterfly Foundation campaign will be a Christmas appeal aimed at diminishing eating disorder stereotypes, which will feature across earned, social, and digital platforms.
