Greenpeace: Getting John West to Change its Tuna
Agency: Saatchi & Saatchi Sydney
Author: Alex Speakman
Total Campaign Expenditure: Under $500K
Despite years of campaigning from organisations like Greenpeace Australia's largest and most well known brands of canned fish, John West, was still using tuna fishing practices that killed endangered turtles, blue whales and baby tuna. We had one simple challenge: force John West to change the way they catch their tuna and stop these practices from happening.
Strategic communications challenge
Greenpeace doesn't shy away from doing what's needed to force change in our world. But despite years of successful campaigning to improve the use of sustainable fishing practices, one of Australia's largest fish manufacturers, John West, continued to use unsustainable fishing methods.