Colombia’s Ministry of Environment and Sustainable Development: Terribly delicious and priceless weapons initiative

This case study looks at a campaign from Colombia's Ministry of Environment and Sustainable Development to reduce the destructive lionfish population, by growing the perception of it as a trendy dish, thereby increasing demand.

Colombia's Ministry of Environment and Sustainable Development: Terribly delicious and priceless weapons initiative

Geometry Global Bogota

Creative effectiveness

Terribly delicious is the story of mankind putting its normally devastating predatory instinct to work for a vital cause and moving a population to fight against a common menace. For Colombia's Ministry of Environment this is a story of how delivering value to people works much better than informative advertising campaigns.

The lionfish is an invasive species that is wreaking havoc across the Caribbean. The Ministry of Environment discovered that it had no natural predators and that it would be difficult to protect...

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