The making of the appointment

This Eating Disorders Awareness Week we set out to show the important role the community around people affected by eating disorders plays.

Right now, at least 1.25 million people in the UK are living with an eating disorder, and millions more who support them feel the impact too.

Research shows that when we feel connected to social groups that have some form of value and meaning to us it can enhance our physical and mental health. But when we don’t fit in, or if we clash with those around us, it can lead to loneliness and distress.

Eating disorders can be deeply isolating, but connecting with others who understand or who share your interests and values, can be life-changing.  Whether it’s one person or many, a meaningful connection can bring hope, strength and the reminder that you are not alone.

This is why we chose to cover community – and connection – this Eating Disorders Awareness Week.

Meantime came up with two concepts for our campaign video and we worked with our Experts by Experience to shape our campaign, including reviewing different concepts to ensure the chosen concept - ‘The Appointment’ was representative of people's lived experience.

Our survey from EDAW 2025 found a common theme relating to misconceptions about eating disorders and those affected fearing that people wouldn’t understand what they’re going through or may judge them for it. Our aim is to help people find a supportive community and to help people know how to be a supportive community either as an individual or a wider group.

The Concept – The Appointment

Meantime’s concept highlights the important role that an understanding and supportive community – where someone feels a real sense of belonging – can have when opening up about an eating disorder and through recovery.

The video opens with Radhika in the GP surgery feeling vulnerable after reaching out to her GP. ​

The GP leaves the room, and Radhika receives a voice note – prompting memories of the people who are there in the background, supporting her to take this step.​

The film closes on the powerful moment – courage drawn from within but empowered by the unseen presence of everyone around her.​

The video touches on a theme of how that support may not have been instant but that her friends and family have come to understand and learned how to be there for her.

Director of the video - Joe Murray - describes how the vision for the film came together, "Sometimes the simplest concepts are the toughest to achieve, and that was certainly the case here. While the story appears straightforward, we trialled many versions of the script to find the right balance regarding the type of support shown, the number of people in the room, and how those relationships and conversations sound in the real world.

Once we found that balance, the next challenge was conveying those emotions on screen. While our talented cast brought us close, the breakthrough came from one key idea: "This support should cost your character something." We discussed on set how words can be easy, but real support requires a personal cost - whether that is humility, time, or the acceptance of being wrong to truly see another person. We believe this core idea is why the film and its message have resonated so deeply on an emotional level.

We hope it continues to do some good out there."

What next?

Throughout Eating Disorders Awareness Week we’ll be sharing 'The Appointment', and highlighting stories and research around community.  We’ll be helping people start conversations and find their people. And getting the general public to think about how they could be part of that.

If you have a story to share, we’d love to hear it – share your story.