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How do you make europeans choose sustainably caught fish?
This was the assignment given to us by WWF as their international agency on the subject. And the result wished for: an efficient 3-year campaign explaining consumers in 17 European countries why sustainably caught fish is important: to mother nature, but also to the people whose livelihood is threatened by overfishing. The goals were clear: Reach 60 million and change the buying behavior of 6 million consumers.
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This species will soon be extinct – And so will the fish
Our solution was to see the small fishermen in the exact same way that WWF sees the threatened species of the Earth: Just as the tiger, the ice bear and the panda are considered threatened species, you could argue that the fisherman is also a species very close to going extinct because of overfishing.
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Significant raise in awareness and behavior
The three year behaviour change goals were achieved by the middle of 2020.
Awareness (60 million contacts) was over-achieved by 16% in year 1, 41% in year 2 and 67% in year 3.
The goal of engangement (80,000 contacts) was hugely overachieved by 803% in total (Year 1: 72%, Year 2: 452%, Year 3 276%)
For the 17 EU target countries the total number of ASC products increased by 90% and the total of MSC products increased by 24%. The total volume of MSC products increased by 105%.