The Butterfly Foundation

The identification and specification of digital opportunities to increase brand awareness and operational efficiency

About the client

The Butterfly Foundation (TBF) represents and provides support people affected by eating disorders and negative body image – a person with the lived experience, their family and their friends.

TBF identified the need to increase its reach and access to services for people with who suffer from eating disorders and their supporters in metro and rural areas across Australia. TBF was looking at the digitisation of its current and future service offerings to increase its capacity to meet these growing needs.

Approach and solution

Zuni worked with TBF in a collaborative approach to identify specific digital opportunities.

This was achieved through co-design of journey maps covering the following stakeholder groups:

  • Those who suffer from eating disorders and their supporters (friends and family)
  • Health care professionals
  • Private individuals who want to give support to TBF
  • Corporate sponsors
  • Government
  • Media

Zuni and TBF identified the following opportunities that could be leveraged through digital solutions and activities:

  • An opportunity to broaden the brand to be more inclusive across the full range of people who suffer from eating disorders
  • The need for a CRM to better manage relationships across all the stakeholder groups
  • Centralised management of content across the whole organisation, enabling different departments to leverage of each other’s content

To rectify these issues Zuni created the following formal requirements and solution design documentation:

  • A new structure for the main website – including site maps, wireframes and engagement paths. This website structure proposed a condition first engagement approach leveraging off search and social media
  • Formal CRM requirements
  • Digital asset management platform requirements


Based on the completed strategy TBF is in the process of implemented the following solutions:

  • The completion of a more inclusive brand to better engage across the full spectrum of eating disorders
  • The implementation of an organisational wide MS Dynamics CRM solution
  • Rebuilding the current website to better communicate the new brand, provide more content flexibility and integrate better with backend systems