SEASPIRACY: Making change happen with research-led content

Does anyone else do a little dance when they see something they've worked on go live? I can safely say I had did the happiest little wiggle when my words went live on Seaspiracy’s Instagram page for the first time, and it was just the start of my journey with this inspiring team.

The Project

I was stoked when the team behind Seaspiracy got in touch to ask if I'd support them with copy and research for some social media campaigns.

I’d already moved to a plant-based diet when I watched the documentary back in March 2021, but it was no less impactful. I was blown away by the amount of research and planning that had gone into producing what has undoubtedly been a defining piece of content in the fight to save our oceans. The best part is knowing so many people who have taken steps to reduce – or even eliminate – fish from their diets since.

When director Ali Tabrizi got in touch, he was looking for a plant-based writer to support with research for social campaigns to keep the movement going. My job was to take some of those key messages from the original documentary and turn them into reference-based, easily-digestible copy that could be widely shared across social media.

Working alongside sustainability influencer Sam Bentley, who was leading the strategy, we pulled together several pieces of content that highlighted some of the biggest issues happening across our oceans today.

For me, this meant taking intense pieces of research and turning them into short, fact-led captions that were both impactful and easy-to-read, which could then be turned into infographics. From breaking down misconceptions around sharks to revealing the truth behind industrial fishing’s working conditions, it was a deep dive into an area that I was already incredibly passionate about raising awareness of.

Making change happen

Today, I’ve not only had the opportunity to work with Seaspiracy on their social content, but I’ve since produced all the copy for the new website.

It’s a journey that has resonated throughout other pieces of work I’ve done since, whether writing about sustainability in the UK or working with charities to raise awareness of how to protect marine mammals on our coastlines.

So, feast your eyes on the below example and, if nothing else, I hope you pick up a new fact to share at your next (hopefully fish-free) dinner party.