Butterfly Foundation, a leading Australian charity for individuals affected by eating disorders and body image issues, has appointed Think HQ as its new communications partner. The decision follows a competitive pitch process and comes at a critical time, as eating disorders have risen by 21% in Australia since 2012, according to Butterfly's latest 'Paying The Price' report.

Think HQ will support Butterfly's strategic communications activities across media relations, media training, issues management, creative campaign development, events, and ambassador management.

The partnership arrives at a time when an estimated 1.1 million Australians were living with an eating disorder in 2024.

"Think HQ came to us with a considered and innovative pitch, and an obvious passion for Butterfly’s work and purpose. We were impressed with Think’s genuine commitment to tell the Butterfly story," said Butterfly’s Head of Communications and Engagement, Melissa Wilton. "Calls to the national Helpline and demand for treatment services are increasing exponentially, yet we know that less than 30% of people with an eating disorder seek help - so this represents a massive problem. It's never been more critical to be visible, share our stories and amplify the voices of lived experience."

The first piece of work from the new partnership is due to land in September for Body Image and Eating Disorders Awareness Week (BIEDAW).

"We are thrilled to be acting as an extension of Butterfly’s dedicated and passionate team. We see this as the start of an incredible working relationship and cannot wait to tell important stories together," said Think HQ’s Founder & Managing Director, Jen Sharpe.

Think HQ's unique offering and experience in multicultural communications, through its specialist arm CultureVerse, positions it as an ideal partner to help Butterfly Foundation achieve its communications priorities.