About Butterfly Foundation Our contribution Get involved

About Butterfly Foundation

In 2006, Sportsgirl staff from across the country nominated negative body image and eating disorders as the issue that is most important to them and their friends.

This led to the search to find the best way in which Sportsgirl could help raise awareness and funds to support this serious issue.

Sportsgirl is proud to be the major fashion retail partner of non profit organisation The Butterfly Foundation, to promote and address prevention and early intervention of eating disorders and issues related to body image.

Sportsgirl is the first Australian fashion retailer to make a public statement of commitment to positive body image.  We have also developed a range of exclusive Butterfly products available in stores to help raise money and awareness so The Butterfly Foundation can improve understanding about eating disorders and give support to people who need it most. Sportsgirl also tackles negative body image issues by training staff about positive body language to use amongst themselves and with customers and introducing store policies that set good examples.

'We recognise dieting and low self esteem are the greatest risk factors to developing eating disorders and we take our responsibilities as a leading fashion retailer and employer of young women, seriously' said Elle Roseby, General Manager Sportsgirl.

After obesity and asthma, eating disorders are the most common illness in females aged 15-24. Anorexia nervosa is the most serious of all psychiatric illnesses in Australia. Anorexia nervosa has been diagnosed in children as young as 8 with 75% of cases starting before 16 years. Bulimia nervosa more commonly affects older teenagers and young adults.

'The money donated and raised through Sportsgirl makes a significant contribution to our work around Australia but this partnership means much more to Butterfly. It's about one of Australia's most recognised fashion brands taking a stand and a lead on positive body issues... it’s Sportgirl's reach, the messages we can send about health and self esteem and the awareness we can raise amongst young women,' said Claire Vickery, Founder & CEO The Butterfly Foundation

The earlier the intervention, the more likely the recovery. Eating disorders are not a lifestyle choice nor are they strictly about food or weight, they are about anxiety, low self esteem, identity and a lack of direction in life. Sufferers of eating disorders express such suffering through their bodies and food where others who have such low self worth may use drugs, alcohol or risk taking behaviour as a form of self abuse.

For more information visit  www.thebutterflyfoundation.org.au

Our Contribution

The Children's Hospital at Westmead is so grateful for the incredible efforts of Sportsgirl staff and customers for raising $100,000 towards the development of our Butterfly Wing at Westmead. We are commencing our building program in mid - 2009 and The Butterfly Wing will be fully operational by the end of next year, thank you once again for all your support.'
Dr Michael Kohn, Staff Specialist.

SPORTSGIRL'S STATEMENT OF COMMITMENT TO POSITIVE BODY IMAGE FEBRUARY 2007

At Sportsgirl, it’s not about size; it’s about health, both in body and mind. Our brand is, and has always been, about healthy, confident girls, whether they’re our employees, customers or Sportsgirl models.

We recognise dieting and low self esteem are the greatest risk factors to developing eating disorders and we take our responsibilities as a leading fashion retailer and employer of young women, seriously.

Sportsgirl has a unique opportunity to influence perceptions in a positive way and is acting on that. Our commitment to positive body image covers the following four key areas;

1. Recruitment & Staff Support

When recruiting, firstly we look for a particular set of skills and competencies relevant to the role. Secondly, we look for good self esteem, self-pride and a person who is well presented. An applicant’s size is never a consideration.

Across Sportsgirl we employ over 1,000 people. We recognize that from time to time some of our own employees may need help with issues around eating disorders and negative body image. From August 2007, our store managers will receive special training in ‘what to look for as early indicators of negative body image’ and ‘how best to support staff who display concerning behaviours’. In the event that a Sportsgirl employee presents with concerning behaviours, one of Sportsgirl’s area manager will intervene and provide access to specialised counselling.

Sportsgirl’s Staff Induction Program has been adapted to include use of appropriate language and practical strategies to assist customers. Educational information is distributed e.g. The Butterfly Foundation’s Positive Body Talk Flyer, which includes practical tips for those who may be at risk. New employees are informed about our commitment to positive body image and the initiatives that reduce risk of negative body perceptions. We hope this will aid our employees, and their friends and family.

Each year we seek advice from some of Australia’s most respected independent experts, such as Professor Susan Paxton, President of the Australian and New Zealand Academy for Eating Disorders, and Professor Susan Sawyer, Professor of Adolescent Health at the University of Melbourne, to ensure we remain informed, aware and responsive.

2. Sizing & Selling

We stock clothing in sizes 6 to 14 with selected styles in size 16. This reflects the demand from our customers. On average we sell more size 10’s than other sizes but interestingly, we currently sell the same number of size 6’s as size 14’s.

We will be revisiting our customer service program, with guidance from The Butterfly Foundation; to ensure our program includes the most appropriate language and conversation with customers in regards to positive body image.

It is a requirement of Sportsgirl’s Quality Control Manager to spend considerable ‘first hand’ time in the fitting rooms of our stores, gaining customer feedback on the fit of our garments to ensure we can provide consistency in sizing.

3. Advertising & Promotion

We refuse to use underweight or extremely thin models. Our models range from size 8 –10 and as size 10 is the ‘medium’ in our sizing spectrum, all our samples are made in this size.

4. Community Support

In direct response to concerns from those who work at Sportsgirl about the growing prevalence of eating disorders and depression in Australia, our community support is focused on actively promoting and supporting positive body image and organisations working in this field.

Sportsgirl is the major fashion partner of The Butterfly Foundation, a non-profit organisation dedicated to changing the culture, policy and practice in the prevention and treatment of eating disorders. Sportsgirl aims to raise hundreds of thousands of dollars each year through in-store promotions and products so that Butterfly can do what it does best – help others. We also raise general awareness by making available free “Positive Body Talk’ flyers for customers and promoting Butterfly to our networks through our website.

More information on our partnership with The Butterfly Foundation can be found at:
www.thebutterflyfoundation.org.au

GET INVOLVED

Get involved and help us raise funds to help continue the great work done by the Butterfly Foundation.

In every Sportsgirl store you can find items exclusively for the Butterfly Foundation. The profits collected from these items are donated back to The Butterfly Foundation to help those with eating disorders.

SPORTSGIRL FUNDRAISING UPDATE $530,000 AND COUNTING!

Your support makes a huge difference:

'Our sincere thanks to you for bringing our daughter back to us' - Parent of sufferer

The Centre for Adolescent Health Eating Disorder Clinic at the Royal Children's Hospital has been able to employ a part time clinical psychologist and specialist liaison nurse to support at least fifty families and young people aged 12 to 19.

Each year Sportsgirl’s fundraising enables the Butterfly Foundation’s Direct Relief Fund to financially support eighteen sufferers across Australia from disadvantaged backgrounds to access dieticians, nutritionists or psychologists on a weekly basis to help them recover from their illness.

At Butterfly, we’ve also helped employ a Direct Relief Manager who is the first point of contact for sufferers and families and helps direct them to appropriate services and support in their state or regions.

The NSW Eating Disorders Foundation has been able to run a Rural Support Program for thirty families from rural and regional towns. The funding from Sportsgirl has helped employ a specialist psychologist for three years to guide parents and helps minimise the chance of a relapse when patients are discharged from city hospitals and return home.

Women’s Healthworks in Western Australia has run a five month Body Esteem Program for ten women who have suffered eating disorders.

Westmead Hospital in NSW has been given a $100,000 donation to employ specialist health professionals to support families and sufferers.

The Butterfly Foundation has been able to meet an increased demand of enquiries from across Australia through the installation of a four line telephone system.