To those who knew him, Joe Cappello was the embodiment of vitality and selflessness. A university student and tutor who balanced a run club with a natural instinct to care for those around him, he was the kind of neighbor who always had a friendly word for everyone he encountered. But beneath this outward success, the 25-year-old was fighting a silent, grueling battle.
For 12 years, Joe struggled with an eating disorder—a condition that remained largely hidden from the world until it claimed his life in August of last year. His death has prompted his sister, Danielle Cappello, to launch a community-driven movement to ensure other men do not suffer in the same isolation. The initiative, known as Jog for Joe, aims to raise awareness of male eating disorders in Australia by breaking the stereotypes that often prevent men from seeking life-saving assist.
The scale of the crisis is significant but often overlooked. According to the Butterfly Foundation, approximately 1.1 million people in Australia are affected by an eating disorder. While the public perception of these conditions is often skewed toward women and girls, one in three affected individuals identify as male. More alarmingly, men are four times more likely than females to move undiagnosed, creating a dangerous gap in clinical intervention and support.
Danielle Cappello and Joe were born 18 months apart but would often get mistaken as twins. (Supplied: Danielle Cappello)
The Hidden Burden of Masculine Norms
The difficulty in diagnosing male eating disorders often stems from how the conditions manifest. Ms. Cappello notes that these disorders can present differently in men, making them easier to hide behind a veneer of health or fitness. “We talk about men’s mental health a lot, which is awesome, but I really aim for to extend that to include eating disorders, as they are a mental health condition,” she said. She emphasized that the lack of public understanding persists because these struggles often do not fit the common stereotype of what an eating disorder looks like.
This disconnect is echoed by clinical experts. Natalie Spicer, head of clinical and support services at the Butterfly Foundation, suggests that official figures may actually underrepresent the true prevalence of the issue. According to the foundation’s 2024 “Paying the Price” report, more than 365,000 men will experience an eating disorder in any given year. Spicer believes the actual percentage could be higher because clinicians may overlook or misdiagnose male patients, who often feel a profound sense of shame.
The barriers to recovery are frequently rooted in societal expectations. Spicer identifies “masculine norms”—the pressure to appear strong, stoic, and in control—as a primary deterrent. “Stigma and shame are identified as the most common barriers stopping people from seeking treatment or reaching out for help,” Spicer said. “For men and boys this can be even more pronounced because of the misconception that eating disorders are a ‘female issue’.”
Joe Cappello, seen here with Danielle, died in August last year after battling an eating disorder for 12 years. (Supplied: Danielle Cappello)
The Influence of Digital Culture on Young Men
The risk is particularly acute for teenagers. Data from the Butterfly Foundation’s 2024 BodyKind Youth Survey, which polled 1,648 respondents, reveals a troubling trend among boys aged 12 to 18. The survey found that 84 per cent of boys in this age bracket desired to be more muscular, and more than one in five reported some level of body dissatisfaction.
Social media plays a pivotal role in exacerbating these pressures. Approximately 23 per cent of young boys reported that social media content made them feel dissatisfied with their own bodies. The psychological impact is further evidenced by the silence surrounding the issue: 48 per cent of respondents said they never or rarely speak positively about their body, and over 69 per cent rarely or never talk to anyone when they feel poorly about their appearance.
This environment creates a feedback loop where the desire for a “perfect” physique—often driven by appearance-focused content—can transition into a clinical eating disorder. Because these behaviors are often framed as “fitness” or “discipline,” they can go unnoticed by parents and teachers for years.
Community Action: The Jog for Joe Movement
To counter this silence, the Jog for Joe movement focuses on community engagement and visibility. Rather than establishing a formal, rigid athletic club, the initiative organizes local park runs designed to bring people together and spark conversations about the severity of eating disorders. “We wanted to just get people talking about eating disorders and to get the message out that they can be deadly and they’re really serious,” Ms. Cappello said.
The movement emphasizes inclusivity, inviting participants to join regardless of their fitness level—whether they are running, walking, or using a scooter. By transforming a physical activity into a platform for mental health advocacy, the initiative seeks to normalize the act of seeking help for men.
The third Jog for Joe will capture place this weekend on the Sunshine Coast. (Supplied: Danielle Cappello)
The momentum for the cause continues to grow. This weekend, more than 100 participants are expected to gather at Bokarina Park on the Sunshine Coast for the third Jog for Joe event. In a tribute to Joe’s memory, runners will wear blue, his favorite color, as they walk and run to raise funds and awareness for the raise awareness of male eating disorders in Australia campaign.
Support Resources: If you or a loved one are struggling with an eating disorder, support is available through the Butterfly National Helpline at 1800 ED HOPE (1800 33 4673) or via online chat and email at www.butterfly.org.au, available seven days a week from 8 a.m. To midnight AEDT.
Disclaimer: This article is for informational purposes only and does not constitute medical advice. Please consult a healthcare professional for diagnosis and treatment.
The Jog for Joe movement will continue to organize community events across the region, with the upcoming Bokarina Park event serving as the next major checkpoint for the initiative’s fundraising and awareness goals.
We invite you to share this story to help break the stigma surrounding male eating disorders. Please depart your thoughts or experiences in the comments below.
