Conservation organisation WWF International are launching a global press campaign through Ogilvy Advertising to coincide with the start of the tuna fishing season in the Mediterranean.
The campaign aims to pressurise the EU to cut its fishing quota in half to help save blue fin tuna from extinction. This species is killed in the Mediterranean to make sushi and now stocks are on the verge of collapse.
The campaign consists of a press ad and an advertorial wrap to target retailers who deal with seafood through international print media.
The message that bluefin tuna are in danger of extinction is communicated by depicting one of the soy sauce pots which accompany sushi.
Filled with blood rather than soy sauce, this acts as a metaphor for the actual tuna.