Greenpeace: Getting John West to Change its Tuna

Agency: Saatchi & Saatchi Sydney

Advertiser: Greenpeace

Author: Alex Speakman

Total Campaign Expenditure: Under $500K

Executive Summary

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.