Navigating Cultural Sensitivities with Butterfly Foundation

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, with cultural stigma running so deep that seeking help was practically taboo. Family reputation mattered more than individual wellbeing.

We needed to create Australia’s first Arabic eating disorder awareness campaign that would break through cultural barriers and drive help-seeking behaviour.

Partnering with translation agency Ethnolink, we captured real experiences through in-depth interviews with individuals and families affected by eating disorders. 

We then worked with professional actors to bring these authentic stories to life across three perspectives: the individual living with an eating disorder, a worried parent navigating cultural expectations, and a culturally aware healthcare professional.

Our videographer worked alongside Ethnolink’s project manager and interpreter to ensure every take was culturally accurate. Every gesture, expression, and word choice was scrutinised for authenticity.