Terrific ad campaign by the World Wildlife Fund in South Africa and SASSI, the South African Sustainable Seafood Foundation to encourage people to eat fish caught in an environmentally friendly manner that avoids bycatch.
Copy of the ad:
Only a tenth of the catch in long line tuna fishing is actually tuna.
Most commercial fishing gear is not completely selective. As a result many endangered sea animals are also captured. To ensure the fish you buy is caught in a way that is environmentally friendly, text our fishms 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.
From Ads of the World:
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
The WWF has been on this campaign all over the world; TreeHugger has shown ads from the Canadian branch before: