Beat, the UKs Eating Disorder Charity
Eating disorders can affect anyone

Film & Campaign Description

Eating Disorders Awareness Week is all about raising awareness of eating disorders and busting through stereotypes.

We know that when someone has an eating disorder it can affect every aspect of their lives from their relationships with friends and family, to their education or work environment. At least 1 in 50 people suffer from an eating disorder, yet their symptoms can still go unnoticed by those around them. Stereotypes are widespread and lead people to think eating disorders only affect young women.

We wanted to change perceptions. So, in 2025 we targeted people with no knowledge of eating disorders, to let them know that eating disorders can affect anyone - and it might not be who they expect.

From the initial concept the collaboration between Meantime and Beat really began. With Beat, we tackled sensitivity issues and story tweaks with Director Joe Murray and Producer Kellen Playford revising the script until all parties felt it was strong. Joe then continued to storyboard the film and worked out the stylistic choices needed." - Luke Billings, Meantime.

Meantime aimed to incorporate several key elements: a swiftly established bond between our main characters to ensure the audience feels invested from the start, a diversion that leads them to believe they know the outcome, and a twist that challenges their preconceptions.

The goal was to challenge the audience’s preconceptions, so the narrative leads viewers down a familiar stereotypical path. The twist in our story isn’t just a narrative shock; it’s a mirror held up to society’s often narrow view of who can be affected by these struggles.

"One of the biggest challenges was balancing our dual narrative—each scene had to convince the audience the daughter was struggling with an eating disorder while also working for the true reveal, that the father was the one struggling. The actors and I worked together on this until we felt we’d respected and achieved both narratives faithfully. On the camera side of things, we made the choice to use an experimental anamorphic lens setup that subtly channels the visuals to the centre, creating a hopefully beautiful yet slightly tunnelled effect making the viewer feel slightly boxed in. Our hope is that anyone watching can empathise, to feel as though they’re in the room, experiencing it with them." - Joe Murray, Director

The film was very well received reaching 2.6 million people online, with over 600,000 video views.

"This film was a first for Beat, having a story-led approach informed by lived experience with the sole aim of reaching new audiences. To help people get help. The reveal approach to the narrative engaged audiences with many people commenting and sharing increasing it's organic reach far beyond our social followers." - Kate Franklin, Head of Marketing and Communications, Beat.