Did you know that only a tenth of the catch in long line tuna fishing is actually tuna? It's because most commercial fishing gear is not completely selective. As a result, many endangered sea animals are also captured.
This terrific ad campaign was created by the World Wildlife Fund in South Africa and SASSI, the South African Sustainable Seafood Foundation. Their goal is to encourage people to eat fish that are caught in an environmentally friendly manner.
According to the ad: "To ensure the fish you buy is caught in a way that is environmentally friendly, text our fish sms number (079 499 8795) with the type of fish and you’ll receive an sms back as to weather it’s in the red, orange or green category.”
Advertising Agency: Lowe Bull, Cape Town, South Africa
Executive Creative Director: Kirk Gainsford
Creative Director: Alistair Morgan
Art Director: Cameron Watson
Copywriter: Simon Lotze, Natalie Rose
Illustrator: Ben Crossman
via ads of the world