Mission-driven social storytelling for all-women research voyages.

Client: eXXpedition
Project Focus: Social Media Strategy, Science Communication & Content Creation
Industry: Ocean Advocacy, Science, Non-profit

Dr Laura Leiva and Dr Imogen Napper deploying the manta trawler. PHOTO: NIKKEY DAWN

THE CHALLENGE

EXXpedition, a non-profit leading all-women, sailing, microplastic research voyages, sought to shift the narrative around who belongs in ocean science and exploration. I first joined the crew as the photographer and onboard content creator for the Pacific Leg 2 in 2018, tasked with sharing real-time updates and findings during this remote stretch.

Following the voyage, I was asked to stay on with the organization to develop a social media strategy that could better translate their scientific work, elevate their ambassadors and research partners and build sustained public support for their voyages and research outcomes.

THE APPROACH

ONBOARD CONTENT CREATION

While onboard, I worked closely with the scientific crew to document sampling protocols, laboratory work, and daily research activities in an accurate, transparent, and accessible manner. I created visual and written content that highlighted both the science underway and the lived experience of conducting ocean research at sea, helping to humanize the work while maintaining its credibility.

I produced daily Instagram Stories featuring real-time footage that explained microplastic sampling methods, contamination controls and the purpose behind each stage of the research. These stories provided audiences with a clear window into how ocean science is conducted, while also amplifying the diverse voices of the crew and fostering a connection to the mission.

The quick-acting captain in changing conditions. PHOTO: NIKKEY DAWN

POST-VOYAGE SOCIAL MEDIA STRATEGY

After returning from the expedition, I continued managing eXXpedition’s social media channels for a year, building a strategy that extended beyond voyage storytelling to support ongoing research communication. This included translating emerging findings, sharing reflections from scientists and crew members and contextualizing the broader implications of microplastic pollution for marine ecosystems and human health.

A key focus of the strategy was uplifting women’s voices in STEAM, particularly given their disproportionate exposure to plastic-related toxins. I introduced shareable quote graphics—an innovative tactic at the time—to spotlight scientists, ambassadors and partners, encouraging dialogue and increasing the reach of research-informed messaging.

Educational content formed a core pillar of the strategy. Posts addressed microplastic sources, pathways and impacts, dispelled common misconceptions and connected individual behaviour to systemic solutions. Sponsor and partner content was integrated thoughtfully, ensuring alignment with the organization’s scientific integrity and values.

Audience participation was encouraged through calls to action, citizen science initiatives and storytelling that emphasized the global and cumulative nature of plastic pollution. This blend of research translation, behind-the-scenes insight and community engagement helped position eXXpedition as a trusted voice at the intersection of science, advocacy and ocean exploration.

The manta trawler using a mesh filter to collect microplastics. PHOTO: NIKKEY DAWN

Dr Laura Leiva reviewing samples under the microscope. PHOTO: NIKKEY DAWN

ROUND THE WORLD CAMPAIGN

I worked with eXXpedition in the lead-up to their most ambitious initiative: Round the World, the first global, all-women microplastic research voyage of its kind. I developed a slow-release communications strategy that built anticipation while clearly articulating the scientific scope of the voyage, its partnerships and its research goals.

The campaign unfolded in phases, revealing voyage legs, crew opportunities and research objectives in waves, while leveraging emerging Instagram features to maximize reach and adapt to platform changes. As visibility increased, so did online misogyny. I applied proactive reputation and community management, addressing misinformation and gender-based criticism (when productive) with clarity and care, while protecting the integrity of the organization and its scientists.

Although the voyage ultimately pivoted to a virtual format due to COVID-19, the campaign successfully positioned eXXpedition as an innovative leader in ocean science communication and inclusive research.

THE RESULTS

Within one year, the social media strategy tripled eXXpedition’s Instagram following and significantly expanded their global reach. Engagement increased across all platforms, driven by a thoughtful mix of research-based education, personal storytelling and interactive campaign elements.

Content explaining sampling methods, life at sea and microplastic impacts became some of the organization’s most-shared posts, demonstrating strong public appetite for transparent and accessible science communication. The Round the World campaign generated a surge in crew applications, partner interest and media attention, further establishing eXXpedition as a leader in ocean research and advocacy.

Through close collaboration with scientists, careful translation of research and consistent community engagement, I helped strengthen trust in the organization’s work and connect a growing global audience to the science behind ocean plastic pollution.

Case Study: Mission-led social media for eXXpedition