National Eating Disorders Association (NEDA)
For decades, the public’s conception of a person with an eating disorder remained static: a thin, young, white woman. Though eating disorders affect tens of millions of Americans of every race, age, gender and socioeconomic group, much of the public remains ignorant of how pervasive and devastating eating disorders are.
The National Eating Disorders Association (NEDA) works to raise awareness, build communities of support and recovery, fund research and put life-saving resources into the hands of those in need. NEDA engaged Momentum to help change the national conversation on eating disorders, dispel stereotypes and build an inclusive movement that accepts all who struggle with body image.
Momentum developed a campaign theme for NEDAwareness Week to foster conversations with diverse communities, including people of color, men, LGBTQ+ people and heavier individuals. #ComeAsYouAre emphasized acceptance and inclusion, inviting social media users to share photos and stories that fit the theme. We partnered with Instagram to create and share content featuring voices from underrepresented communities who have struggled with eating disorders. Momentum secured interviews with CEO Claire Mysko and other spokespeople, commenting on diet culture and body image in digital, broadcast and print.
- Come As You Are led to a 17% increase in phone calls and a 40% increase in Facebook messages to the NEDA Helpline compared to the previous year
- Momentum placed 112 unique stories over a 16-month period, including: CBS This Morning, Chicago Tribune, Washington Post, The Today Show, The Atlantic, Los Angeles Times, NBC News, USA Today and a segment on NPR’s Morning Edition that aired on over 600 radio stations nationwide
- Reached potential audience of 1.25+ billion through media coverage
- Reached potential audience of 115+ million through social amplification
- Delivered stories on the diverse communities affected by eating disorders, with highlights including: “Eating Disorders Impact Everyone Regardless of Race, Class or Gender” in Teen Vogue, “Black Women Suffer From Eating Disorders, Too” in The Daily Beast, and “For Years, Mike Marjama Dreamed of Playing Major League Baseball. Here’s Why He Decided to Quit” in Men’s Health
Momentum took the time to deeply understand the culture of eating disorders and master our voice. I’m extremely impressed with their ability to turn around valid, interesting content for media outlets and guide us on social media best practices and trends.
