“Nothing’s as ugly as overfishing”
WWF’s Fish Forward campaign raises awareness of sustainable fish consumption
The provoking and high-impact ad campaign draws consumer’s attention towards social, ecological and economic impacts of seafood choices. It highlights global interdependencies of seafood production and consumption and calls attention to the effects of overfished oceans on people in developing countries. The ads underline the fact that choosing sustainable seafood makes a veritable difference. Buying recommendations emphasize the importance of consumer’s choices.
The ad campaign was developed by J. Walter Thompson in Vienna and Düsseldorf. International TV spots, print and online ads as well as posters grab consumer’s attention – and “make a difference. Choose sustainable fish.”