When we began working together, the surf therapy nonprofit was reaching around 15,000 accounts per month. By pairing their existing visuals with educational storytelling, a new content series was introduced to explain the science behind surf and ocean therapy. The results were immediate: several posts went viral, tripling monthly reach to over 45,000 accounts, 96% of which were new. More eyes meant more awareness, more engagement, and a deeper connection to the cause.

This “recipe” for virality has since been adapted across multiple clients, rooted in clarity, emotion, and intention. The approach transformed Waves of Recovery’s Instagram from a passive feed into a dynamic platform for advocacy. Each post now tells a story, reinforces the brand’s purpose, and draws people into a growing movement.