32 32 Campaigns Campaigns Talking Helps Butterfly’s Talking Helps campaign was launched on July 23, 2020 to encourage help seeking as well as amplify the voices of underserved groups with lived experience. The centrepiece of the campaign was a series of videos representing males, multicultural people, people identifying as LGBTIQ+ and people living in larger bodies. The goal was to increase contacts by these target populations to the Butterfly Helpline by 10%. Increase in target population contacts to the Helpline FY 2020-21 over 2019-2020: Multicultural 18% Aboriginal and Torres Strait Islander 35% LGBTQIA+ 36% Men 35% Campaigns Fight For Wandi Nerida Butterfly’s 2020 Christmas campaign encouraged our supporters to donate, unite and mobilise to help open Wandi Nerida. The hard-hitting campaign featured three voices of lived experience and saw 4,000 individuals sign a petition to encourage state governments to provide essential funding to open the residential facility. The campaign also raised more than $125,000 through our mail and email appeal, corporate support, merchandise sales and community fundraising. Campaigns EveryBODY is Deadly In April 2021 Butterfly reached out to the Aboriginal and Torres Strait Islander community to encourage talking about body image and eating concerns and to contact Butterfly for culturally-safe support. The campaign’s goal was to progress Butterfly’s strategy of greater inclusion and to deliver on our 2020-2021 Helpline contract to increase Aboriginal and Torres Strait Islander contacts by 10%. This highly successful campaign helped to break down stigma and barriers to help-seeking, reaching an estimated 3 million people over the four-week campaign. The campaign featured the lived experience stories of Garra Mundine and Felicia Foxx and resulted in strong community engagement. Campaigns Change The Picture In May 2021 Butterfly launched our annual tax appeal campaign, urging Australians to #ChangeThePicture of body dissatisfaction starting young for the sake of our younger generations. In the second half of 2020, an alarming 54% of contacts to the Butterfly National Helpline were Australians under 29 years of age, with 31% aged between 20-29 years old and 23% aged between 10-19 years. Moreover, 73% of carers who contact the National Helpline support young people between the ages 10-24 years. This awareness, advocacy and fundraising campaign reached more than 65.4M people, and raised more than $300,000 to support Butterfly’s prevention and early intervention programs.