The best of non-profit advertising and marketing for social causes

If farmers farmed like (some) fishermen fish

If farmers farmed like (some) fishermen fish

WWF: If farmers farmed like (some) fishermen fish

You can figure out what’s going to happen in this new video from WWF pretty much from the start — or sooner, if you keep up on destructive fishing practices:

UPDATE: The video has been removed on YouTube. Adland has the story and video.

I’m not sure the parallel really works, since most fishing is still technically a form of hunting rather than husbandry. (It’s been a long time since people stampeded herds of wild animals off cliffs en masse.) However, ironically the trawl net scene, where the whole landscape is ripped up to get a few cows, is pretty much what’s happening to many of the world’s rainforests.

These are small complaints, however. The animated video is attention-getting, if a little long. And here’s what it wants you to know:

The United Nations Food and Agriculture Organization estimates that 85 percent of the world’s fisheries have already been pushed to their maximum exploitation limit or beyond. Meanwhile, poorly managed fish farms contribute to declines in coastal habitats and freshwater health.

You can help change this. By choosing wild caught fish that is certified by the Marine Stewardship Council (MSC) and farmed fish approved by the Aqua Stewardship Council (ASC), you support a healthy marine environment for years to come.

Consumer demand can lead to a sea change. Choose seafood that is certified by MSC and ASC at your local supermarket. If you don’t see them, ask – the future of our oceans depends on the choices you make.

If you really want to keep yourself honest, educate your kids about sustainable fish. My 8-year-old polices every retail purchase and dinner order we make!

John St. (Toronto, Canada)
Additional credits:
Executive Creative Directors: Angus Tucker, Stephen Jurisic
Art Director: Denver Eastman
Writer: Jacob Greer
Producer: Cas Binnington, Mike Hasinoff
Account Service: Melissa Tobenstein, Dorian Burns-Coyne, Amelia MacGregor
Production Company: 1st Avenue Machine
Exec Producer: Nick Litwinko
Producer: Abby Okin
Graphic Artist: Roxy Velez
Conforming Editor: Jonathan Pulley
Animation: Against All Odds
Creative Director: Derek Picken, Niklas Rissler
Exec Producer: Josh Thorne
Producer: Manuela Cripps
Art Director: Johan Idesjö
Animation: Milford Film & Animation
Executive Producer: Johan Gustafsson
Production Manager: Daniel Bystedt
Supervisor: John Roxenhed
Art Director: Jonas Moberg
Look Development: Robert Krupa
3D Artists: Daniel Holmgren, Sebastian Ekman, Hannes Drossel, Antonio Deiana, Hudson Martins, Gustav Tell, Anneli Larsson, Martin WidÖ,
Audio: Silent Joe, Orange Lounge
Music Supervisor: Marco DiFelice
Music Licensing – Jane Heath
Audio Co-ordinator – Maggie Blouin Pearl
Track Director – Jody Colero
Sound FX – Vlad Nikolic
Mix: Erich Preston
Song: “Happy Go Luck Me” by Paul Evans, Courtesy Of Sony Music Publishing

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more