Provocative ads raise awareness of sustainable seafood consumption throughout Europe

Vienna, 13.10.2015 – J. Walter Thompson Vienna and Düsseldorf developed the international advertising campaign which draws attention to the social and environmental impacts of Europe’s seafood consumption. Global interdependencies and consequences of overfishing on people in developing countries will be at the heart of the campaign. “Europe is the largest importer of seafood worldwide. Half of its imports come from developing countries”, says Sabine Gisch-Boie, WWF Austria’s project leader. She emphasises the social responsibility of European consumers: “The choice of seafood has direct impacts on the livelihoods of people in developing countries. Fishery is the source of income and food for more than 800 million people worldwide.”

The campaign will be broadcasted and published on TV, print, out-of-home and online. It is part of WWF’s awareness raising project Fish Forward, a three-year marketing, communications, and research initiative in 11 European countries, kicked off during the European Year for Development 2015. Besides the new advertising campaign, numerous social media and PR activities are in the works.

The newly launched WWF website provides extensive information on sustainable seafood to consumers, journalists, retailers and the gastronomy. The website presents global interdependencies, social and environmental impacts and buying recommendations in 11 languages.

Please direct queries and requests for printable files to:
Florian Kozák
WWF Communications Coordinator, Fish Forward Project
+43 676 83 488 276