Greenpeace Targets Fish Labelling In New Campaign

Greenpeace Targets Fish Labelling In New Campaign

Greenpeace has released a new video uncovering the fishy truth about Australian seafood labelling just as Australians had gorged themselves on seafood over the Easter weekend.

Elsa Evers
Posted by Elsa Evers

The Meal of Fortune video, created by Andy Fackrell from creative agency DDB and renowned production company, Revolver, plays on the old Aussie favourite game show Wheel of Fortune to highlight poor seafood labelling laws.

The short film highlights the problems of human rights abuse, threatened species, and harmful mercury levels connected to seafood that consumers may be eating unwittingly due to Australia’s poor labelling laws.

“Australians love seafood but we’re taking a punt whenever we buy it and we don’t have to be. Europeans are told what fish they’re eating, where it came from, and how it was caught whenever they buy seafood – so there’s no guess work for them,” said Matthew Evans, TV presenter for SBS series ‘What’s the Catch?’ and ‘The Gourmet Farmer’.

Australians eat 370,000 tonnes of seafood a year and reportedly purchases around $25 million worth of fish and seafood over the Easter weekend alone.

“The problem of Australia’s appalling seafood labelling is a fundamental one that really has to be solved if we want to have abundant, sustainable seafood available to us in the future,” said Nathaniel Pelle, oceans campaigner at Greenpeace Australia.

“But even though it’s an important reform, it’s not an easy one to communicate.”

“It’s been great to work with Andy Fackrell and the guys at Revolver who’ve added a creative twist to the campaign that we hope will help us reach a broad audience.”

“Consumerism has been partly to blame for the world’s problems. It can also help get us out of the environmental crisis we are leading to. As an advertiser it’s great to be able to contribute to explaining an important consumer message in simple terms,” said Andy Fackrell, regional creative director at DDB Asia Pacific.