In a project seminar at Witten/Herdecke University, students developed a communication strategy to address young women with eating disorders carefully and responsibly via social media.
The Gesellschaft für pädagogische Betreuung und Entwicklungsförderung mbH (GPE) in Kassel has been supporting adolescents and young adults with eating disorders since 2014. Around 92 employees look after a total of 63 young people in five fully inpatient facilities. In the winter semester of 2025/2026, GPE held a project seminar together with Witten/Herdecke University. Under the direction of Prof. Dr. Michael Steiner, students developed a scientifically sound social media strategy to reach affected girls and young women between the ages of 13 and 23 via digital channels.
Why social media?
The need for education is high: according to the Robert Koch Institute, around 20 percent of 11 to 17-year-olds show signs of symptoms of eating disorders. At the same time, almost 80 percent of 13 to 18-year-olds use social media at least once a week - a space in which idealized body images are omnipresent. Education must therefore take place where young people spend time every day.
The concept: three phases, three approaches
The strategy distinguishes between three groups of those affected, which differ in their willingness to change. For young people who are just beginning to question their behavior, communication focuses on gentle education without pressure. For those who are already actively looking for help, specific information is provided about support channels. And for those affected who have already taken the first steps towards change, the focus is on stabilization, encouragement and dealing with setbacks.
Instagram and TikTok were chosen as the platforms. The content ranges from explanatory images and short videos to interactive formats. A seasonal editorial plan takes into account typical stressful situations throughout the year - such as the pressure to compare during the summer or increased stress during exam periods.
Responsible communication as a guiding principle
Special attention is paid to the protection of those affected. All content is designed in such a way that it does not trigger any stressful reactions. Body images, personal case histories and emotional exaggerations are deliberately avoided. The GPE does not use advertising in its communication, but acts as a reliable, professionally sound point of reference that respects the dignity and confidentiality of the young people in its care.
Outlook
The strategy is designed as a conceptual basis and offers the GPE a framework for the future development of a social media presence. The collaboration between university and practice partner shows how academic teaching and socially relevant issues can be profitably linked.