Navigating Cultural Sensitivities with Butterfly Foundation

When mental health resources only exist in one language, entire communities get forgotten.

We just finished a project in partnership with leading translation agency Ethnolink for the Butterfly Foundation, developing Australia’s very first eating disorder awareness campaign for the Arabic community.

Together, we transformed a culturally taboo topic into authentic narratives that delivered measurable community impact.

The Challenge

Mental health doesn’t discriminate, but mental health resources often do.

Arabic speaking communities in Australia had virtually zero access to culturally appropriate eating disorder resources.

This wasn’t just a language problem. It was a cultural crisis.

Lebanese, Egyptian, and Iraqi families were struggling in silence. Cultural stigma ran so deep that seeking help for eating disorders was practically taboo. Family reputation mattered more than individual wellbeing. And existing resources were only available in English.

The brief was clear: create Australia’s first Arabic eating disorder awareness campaign that would break through cultural differences and actually drive help seeking behaviour.

Our Approach: Partnership at Every Level

Our partnership with Ethnolink wasn’t just helpful, it was the foundation of everything that followed.

From day one, we knew this project would only be successful if it delivered on cultural authenticity.

You can’t fake your way through mental health conversations with communities that have been ignored by mainstream healthcare.

The Storytelling Process

We started with real people sharing real experiences.

Through in-depth interviews, we captured the genuine emotions, thoughts, and responses of individuals who had faced disordered eating within their families.

These weren’t sanitised testimonials. They were raw, honest accounts of struggle, family dynamics, and the journey toward recovery.

To protect privacy whilst preserving authenticity, we then worked with professional actors to bring these stories to life.

The Three Perspectives

We crafted three distinct and interconnected narratives:

The Individual: Someone living with an eating disorder, sharing their internal struggles and path to seeking help

The Parent: A worried parent grappling with how to support their loved one whilst navigating deep rooted cultural expectations

The Healthcare Professional: A culturally aware practitioner who understands both the medical and cultural complexities involved

On Set

Our videographer worked alongside Ethnolink’s project manager and a professional interpreter to ensure every single take was culturally accurate and messaging stayed true to Butterfly’s mission.

This wasn’t just about translation, it was about cultural resonance. Every gesture, every expression, every word choice was scrutinised to ensure authenticity.

The Results

Digital Engaegment

• 2,500+ website visits (23% above the 2,000 target)
• 11,000+ organic social media reach (exceeded 10,000 target)
• 15,00+ total video views (56% above the 10,000 target)
• 1,300+ landing page conversions from social advertising (39% above target)

Media Breakthrough

• 7 pieces of media coverage across English and Arabic outlets (exceeded 5 piece target)
• 46,000+ combined estimated reach including Maribyrnong & Hobsons Bay Star Weekly, Northern Star Weekly, SBS Arabic, and OZ Arab Media

Making a Measurable Difference

The campaign achieved a target smashing 96% awareness boost among participants from the communities.

To measure this impact, we conducted a rigorous two stage evaluation with baseline data gathering followed by post campaign assessment.

A total of 9 interviews and 57 survey responses were gathered from the same participant group. 

This before and after methodology proved we created genuine awareness shifts, not just vanity marketing metrics.

Watch the Campaign Videos

Perspective 1: Lived Experience – Noura’s Story

Perspective 2: Parental Support – Yousef’s Story

Perspective 3: Healthcare Professional Perspective

Got a sensitive message that needs the right creative approach?

Whether it’s community education, internal comms, or getting people to actually pay attention to important information, we’d love to help you figure it out.

Drop us a line and let’s chat about what you’re working on.