Eating Disorder Service Plymouth
Charity marketing with care, clarity, and impact
An improved social media presence and restructured website for Eating Disorder Service Plymouth
Eating Disorder Service Plymouth (EDS Plymouth) is a charity supporting individuals affected by eating disorders across Plymouth and West Devon. Their work is vital, sensitive, and often accessed by people at a vulnerable point in their lives.
When EDS Plymouth approached CSJ Marketing, their focus wasn’t on “doing more marketing” for the sake of it. Their goal was to increase awareness, improve the effectiveness of their existing channels, and make it easier for people to understand their services and feel confident reaching out for support.
This project covered both social media management and a full website restructure, with every decision shaped by empathy, accuracy, and accessibility.
The Project
A marketing strategy that reduced stigma and increased enquiries.
While EDS Plymouth was doing important work, their marketing channels weren’t fully supporting their mission.
The website contained overlapping pages, limited copy, and unclear navigation, making it difficult for visitors to understand services or move confidently from recognising a problem to making an enquiry.
Key information existed, but it wasn’t structured around the real emotional journey of someone seeking help.
Social media content was visually strong, but the strategy leaned heavily towards charity updates and surface-level education, rather than addressing common fears, misconceptions, and emotional barriers faced by potential service users.
In short, the information was there, but it wasn’t always guiding, reassuring, or inviting action.
The Solution
The solution was not louder marketing, but clearer, kinder communication.
Social Media Strategy
CSJ Marketing took over organic social media across Instagram and Facebook, shifting the focus to content that felt:
- Inclusive and non-judgemental
- Validating for people experiencing eating disorders
- Reassuring for friends and family seeking understanding
The content mix included:
- Behind-the-scenes posts showing the friendly, human faces behind the charity
- Carousels and reels dispelling common myths and misconceptions
- Educational content designed to reduce fear and encourage early contact
Content ideas were collaboratively planned with the EDS Plymouth team to ensure accuracy, sensitivity, and relevance, with regular feedback loops to refine what resonated most.
Website Restructure & Copy
Alongside social media, the website underwent wholesale changes:
- Clear, calm page structures designed around real user journeys
- Inclusive, gentle copy that reduced intimidation and encouraged trust
- Improved navigation and service pages that clearly explained support options
- Subtle but consistent prompts to get in touch, without pressure or alarmist language
The aim was a website that felt safe to explore, informative without being overwhelming, and supportive without assuming where someone was on their journey.
The Results
The impact was both measurable and meaningful.
- Instagram reach increased by 959% in 90 days
- Profile visits nearly doubled, indicating stronger intent and engagement
- The website began ranking at the top for key local search terms
- Close to 500 website clicks from organic search in just a few months
- Q4 became their busiest period, despite historically being their quietest
Most importantly, EDS Plymouth saw increased engagement across channels and improved confidence that their marketing was actively supporting people to take the first step towards help.
Final thoughts
This project has been one of the most rewarding pieces of work CSJ Marketing has delivered. Supporting a charity doing genuinely important work, and helping remove barriers for people who may already feel uncertain or isolated, reinforced the belief that marketing done properly can make a real difference.
It’s a strong example of how thoughtful strategy, clear communication, and empathy-led execution can improve outcomes, even with limited budgets and sensitive subject matter.
