H.O.P.E. What You Eat Matters is a documentary that uncovers the effects of our typical Western diet on health, the environment and animals, and promotes a whole food plant-based diet as the logical alternative. The full film is available to watch for free on YouTube and the H.O.P.E. The Project website.

H.O.P.E. approached Viral Seeding to spread awareness of the film within the English-speaking vegan community and beyond.


Secure coverage of the film on relevant websites and blogs

Build wider awareness of the film and its key messaging

Increase views, engagement and sharing of the film


Viral Seeding put together a strategy which consisted of outreach to relevant websites, blogs and influencers.

Researching websites, blogs and Facebook pages who were likely to have an interest in the film

Reaching out to relevant websites and blogs to encourage them to embed the full film or the trailer on their site

Following up with leads and monitoring for coverage

Weekly reporting and final project evaluation

Campaign Results

22 pieces of coverage secured, reaching over 11,200,000 people

35 Facebook posts to over 2,109,000 followers

9 tweets to over 32,000 followers

11 inbound links to the H.O.P.E. website created

Highlights & coverage

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