Ongoing Socially-Driven Campaign

My ongoing #DeInfluencingDietCulture campaign is a passion project that I am immensely proud of. Founding and running this campaign has helped me network with external organisations such as SWEDA, Bath Mind and the BSU Wellbeing Team. It has encouraged me to understand social media marketing, management and campaign scheduling. A key takeaway from this experience has been the confidence I now have to post publicly, engage on a personal level with audiences as campaign founder and as an activist and the impact that I can see I have made with my content and resources.

So, what have I done as part of the campaign?

I have been running my Instagram page @deinfluencingdietculture, established a campaign website, written articles, collaborated with charities and nutritionists, hosted creative and baking workshops for Bath Spa students and created a workbook resource for the BSU Wellbeing Team which has been in high demand since the start of the 2026 academic year!

The campaign’s focus:

Since toxic diet culture on social media is such a large issue, I had to hone in on my approach to helping those impacted and who I wanted to help specifically. After conducting a few months of research as part of my final project in 3rd year of my Media Communications BA, I discovered that the demographic impacted the most is Gen Z women. Therefore, my primary target audience was decided however, my content extends to all genders and ages who stumble across my page and find it helpful for their mental health and wellbeing.

I also researched the importance of art and creativity for mental health benefits. Therefore, my campaign has focussed on encouraging journaling, creativity and baking in the lives of those impacted as an outlet to process and reflect on themselves.

After speaking with Nerissa Shaw from SWEDA (eating disorder charity based in South and West of England) we came to the conclusion that the best way to begin helping those impacted by diet culture online is to educate the target audience on critical thinking when scrolling online. This led to the creation of my critical thinking checklist and the end goal and motives behind a lot of my content, writing, workshops and workbook.

Feedback:

Since starting my campaign I have received much positive feedback from my key stakeholders such as SWEDA, Bath Mind and the BSU Wellbeing Team. So much so that we are continuing working together. I have also found nutritionists reaching out to me for collaboration possibilities. So far, I have collaborated with Julia Wolman (a family nutritionist based in London) by running a mini series on Instagram de-bunking diet culture myths with Julia’s professionally guided advice.

In terms of my actual target audience, I have seen my account grow and flourish since it was made in February. My analytics have only increased and I receive lots of positive engagement from those that my campaign has supported so far. My articles have been viewed by at least 50 people and I had great attendance and positive feedback from attendees to my workshops with 100% finding the sessions beneficial for their mental health. My most recent campaign success has been my campaign workbook which has been given out to students at BSU by the Wellbeing Team who have been contacted by students desiring to get their hands on one.

I am so grateful that my campaign has been successful and it has made me realise my skill and passion for socially-driven campaigning and marketing that makes a positive social difference!