Greenpeace: Getting John West to Change its Tuna

This case study describes a campaign by Greenpeace, the environmental organisation, against John West canned fish in Australia.

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...

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