There are many great stories where communities, individuals and corporates have changed their behaviour in order to ensure the prosperity of our seafood stocks. The WWF SA Sustainable Seafood Initiative (SASSI) wanted to use them to encourage consumers to do the same.

Great stories deserve to be kept alive. Our campaign took this insight and used a number of channels, from collateral to cinema, to drive consumers to the SASSI Facebook page. Here, they were encouraged to learn from and share the stories.

The more the stories were shared, the less likely they were of disappearing. This was a great metaphor for the importance of keeping stories alive and the messages reached thousands of people, urging them to keep fishmongers committed to always stocking green-listed seafood.

Over 2.2 million in earned media over a 6-week campaign period

Stories were all shared across Facebook and Twitter

More than 300 direct letters delivered directly to retailers from the app

A comprehensive campaign toolkit created to be easily deployed again and again