Strategies and key messages

Effective and strategic communication uses a variety of means. Research shows that messages are more effective, better understood and more motivating when:

They are consistent across different channels and platforms
They are communicated via a variety of channels/platforms, rather than only one or two

Eating disorder communication strategies require a multi-strand approach that includes, but is not limited to:

Media literacy – Teaching intended audiences (usually young people) to deconstruct media messages in order to identify the advertiser’s motives
Media advocacy – Changing the social environment in which individual health decisions are made by influencing the mass media’s selection of topics and by shaping the database about those topics
Social marketing – Placing health promotion messages in the media or in public spaces to increase awareness of eating disorders
Educational / entertainment programs – Embedding eating disorder messages into entertainment and news programs
Collaboration – Increasing support and channels for positive communication through partnerships within the eating disorders sector and other sectors

Developing key messages

When designing key messages for effective interventions, the following guidelines should be taken into consideration.

Key messages and communications about eating disorders should:

Be developmentally appropriate for the intended audience and their age
Promote understanding of eating disorders as serious, complex illnesses, not a lifestyle choice
Provide accurate, evidence-based information
Respect the experience of people who have eating disorders
Assist people in making appropriate decisions about seeking help
Balance representation of males and females, diverse cultures and age groups (unless specifically addressing a single target audience)
Be reviewed for ambiguity and possible risk of harm
Be monitored and evaluated on an ongoing basis to ensure the continuing safety and appropriateness of content

Key messages and communications about eating disorders should not:

Describe details of how to engage in eating disorder behaviours
Use or provide information on personal measurements in relation to people who have experienced an eating disorder (e.g. weight, amount of exercise, number of hospital admissions)
Normalise or glamorise eating disorder behaviours
Stigmatise eating disorder behaviours
Use judgmental, critical or value-laden language
Use fear, stigma or other ‘scare tactics’ to motivate or coerce people to act