Havas Worldwide Sydney has created a new outdoor and print campaign for Greenpeace to raise awareness of responsibly-caught tuna.
Called ‘Change your tuna’ the campaign features a confronting image
of a baby turtle in a sandwich and is designed to promote Greenpeace’s “Canned Tuna Ranking” – a league table that shows consumers which brands are using the most sustainable methods of fishing for tuna.
James Lorenz, communications manager, Greenpeace said: “Australians care deeply about our oceans and are shocked when they find out some of our favourite brands continue to use destructive fishing methods.
“As consumers we have the power to make a real difference just by carefully choosing which brands are put in our shopping baskets. We expect this distinctive creative from Havas to inspire more people to think twice and make the sustainable choice.”
Greenpeace has called on all tuna brands to encourage sustainable fishing practices, including the end of FAD’s – an indiscriminate fishing practice where turtles, rays and sometimes whales are being killed by tuna fishermen.
The environmental group estimates that every year, 27 million tonnes of marine life is killed needlessly alongside the target fish.
Credits: client Greenpeace, agency Havas Worldwide Sydney, ECD Steve Coll, copywriter Jeremy Vernon, art director Ben Pearce, photographer Sean Izzard (The Pool)