Colombia's Ministry of Environment and Sustainable Development: Terribly Delicious

This case study describes how the government of Colombia promoted the invasive lionfish as a delicacy to encourage Colombians to eat it, and thus reduce its numbers.

Colombia's Ministry of Environment and Sustainable Development: Terribly Delicious

Campaign details

Agency: Geometry Global Bogota / Ogilvy & Mather BogotaBrand: Colombia's Ministry of Environment and Sustainable DevelopmentAdvertiser: Colombia's Ministry of Environment and Sustainable Development

The Lionfish invasion

The Lionfish is an invasive species that threatens the Caribbean; it lays more than 2.000.000 eggs per year, it has no natural predator in these waters and it feeds off of native fish, therefore destroying the coral reef balance. It has become a risk for the environment and the economy for more than 3D countries.

The...

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