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Celebrating Positive Body Image



For many of us, there are so many pressures; online and offline. Pressure to look a certain way, pressure to act a certain way, pressure to live life a certain way. Essentially, there is an overwhelming pressure to be ‘perfect’ that can hinder us from being our authentic selves. 

The preliminary results from Butterfly’s 2019 ‘Insights in Body Esteem’ survey suggest that social media plays an important role in shaping how young people view their bodies, and so Butterfly and Instagram are proud to come together to address this pressure to be ‘perfect’.



With over 5,000 Australians surveyed, the results are alarming.

Of people surveyed aged 19-30 years old:

  • Almost 58% compare themselves to people on social media
  • Half wish they look like people on social media and

Furthermore, of all people surveyed:

  • 48% were dissatisfied or very dissatisfied with their appearance - an increase of 5% on 2017’s survey with 43% feeling this way.

We know that if we are dissatisfied with our bodies and constantly comparing ourselves, we are likely to turn to ‘quick fixes’ including unhealthy eating and exercise behaviours. For some, this may develop into an eating disorder.

So what can we do to help make a change?



Introducing #TheWholeMe 

#TheWholeMe is a campaign created by Butterfly and Instagram Australia that celebrates positive body image in young Australians, and empowers them to use Instagram more mindfully and authentically.

We are all are unique and diverse. When we feel empowered, confident and resilient, our self-awareness improves and we are more likely to make better decisions. This includes how we use social media.

The online world offers great possibilities and opportunities for engagement. Social media in particular provides a platform for young people to express themselves and showcase their talents, a place where they can create a positive social footprint. It is a space where meaningful connections can be made and a place for people to reach out for support. It also helps raise awareness of issues and allows young people to actively engage in them.

Butterfly in partnership with Instagram, wants to challenge the statistics and bring about change.

After all, when we embrace #TheWholeMe, we make way for our authentic self to shine through and importantly, open up avenues for support during times when we’re experiencing negative thoughts or feelings. Or just when we’re not feeling so good!

Join us and be part of #TheWholeMe.  



Teens & Parents Guides

As part of  #TheWholeMe Instagram and Butterfly have put together two toolkits based on expert advice. The toolkits include quizzes, features, and tips to encourage conversation about body image and overcoming social comparison. There is one toolkit for teens to help them share their authentic selves rather than a “highlights reel” online, and help them to consider that other people’s posts don’t always show the full picture. There is also a toolkit for adults to help educate them on Instagram’s safety tools and how to have constructive conversations with young people about social media use. Download the toolkits via the buttons below.


Download Parents Guide     Download Teens Guide


The Whole Me Video Series

#TheWholeMe is about recognising that what you see posted by others is just one part of their story—a single post or video doesn’t reflect all that is happening ‘behind the scenes.’

Check out the below videos as we go ‘behind the scenes’ with Sarah, Revathi, Felicia and Braiden as they share stories of body image, social media and discuss the importance of being ‘The Whole Me.’ 











DONATE - Help us raise vital funds to support people like Sarah who are experiencing an eating disorder and their families by making a DONATION:

$20 could fund a support group for somebody caring for someone experiencing an eating disorder.
$50 could allow carers in a rural/remote community to access an online support group.
$70 could provide parents and other supporters of loved ones experiencing an eating disorder, with valuable resources.
$100 could fund a support group for carers supporting someone experiencing an eating disorder. 
$150 could fund a carer to attend a 6-week program where they learn skills in supporting their loved one.
$200 could enable someone experiencing an eating disorder to attend an 8-week face to face recovery program.
$500 could help a carer re-locate with their loved one to access needed treatment.
$1,000 could fund the development of a face-to-face support group in a regional area.

FUNDRAISE - Hold a #TheWholeMe Christmas event in your home, school or workplace to raise awareness and funds for Butterfly and those experiencing an eating disorder. Complete our expression of Interest to fundraise & view our fundraising guide for some tips and tricks to assist with managing your fundraising event. You can request Butterfly brochures & donation slips to display at your event or in your workplace by emailing:

EVERDAY HERO SUPPORTER PAGE - Be part of #TheWholeMe campaign and create an Everyday Hero supporter page. Promote our campaign, while encouraging your friends and family to support you through donations. Check out our Facebook page for regular updates on our community supporters that are involved.

PURCHASE A GIFT - Purchase a gift from our SHOP as a stocking filler, with the proceeds going towards supporting people with eating disorders.

CELEBRATION CARDS x 6 - We have partnered with an amazing Australian artist Olivia Molly Rogers, who has lived experience with an eating disorder, to design our celebration cards that can be purchased here. The pack includes 3 of @oliviarogers_art designs & 2 of each design.

SHARE YOUR STORY - Our campaign seeks to create a community, start conversations and encourage help seeking for those experiencing negative body image and eating disorders. The holiday period can be a difficult time for people experienced an eating disorder, like Sarah, so we encourage you to SHARE YOUR STORY ‘The Whole Me‘ with our community.

Worried about a friend or someone you care about?

It can be extremely difficult raising the subject of eating disorders with a friend or loved one. To be supportive one needs to learn what to say and what not to say.  


We can help you with knowing when to talk to your friend and what to say. ›

Concerned parents & carers

Communicating your concern with your child about eating and dieting behaviour can be extremely difficult. Butterfly offers a range of services that can provide you with skills and information related to communicating with your child.  


We can help you with recognising issues and what to do. ›

Teachers & Professionals Working with Young People

Teachers and those working with young people are often the first to become aware of dis-ordered eating behaviours.  Butterfly Education provides early intervention and prevention skills for professionals working with young people. 

We have a range of advice & resources ›