What The F***
A ‘Fine’ Way of Grabbing Attention
Campaign summary
Ever heard of a fine for over-fishing or over-consumption of fish? No? That’s because not many people see it as a big threat. But you know better, don’t you?
Singapore, a country that fines its citizens for so many offences still doesn’t hold them responsible for one of the most quickly depleting resources of all time – Fish. It really makes us go WTF!
Conservation International Presents What The F*** (Refer to PDF for logo unit)
A campaign that draws a parallel to the current fines that Singaporeans pay for other penalties, to remind change-drivers, thought leaders, and business decision makers that there’s a bigger crime that no one’s acting upon yet.
Through this campaign we make C-levels aware of the crisis and invite them to partner with us towards a bigger change – one that we’re hoping will soon be at a governmental level.
*Fish Fingers Crossed*
Singapore takes pride in their laws and rules. This is why it’s also sometimes known as the ‘Fine City’. But don’t be fooled, ‘fine’ implies the immaculate state that the country is in but also implies that the country imposes fines for various penalties.
Singapore fishes faster than the resource can be replenished and 75% of seafood consumed there is irresponsibly caught.
But a fine for fish? They’d think we’re crazy. We’ve got numbers to say otherwise. By juxtaposing the inexistent fine on those responsible for the depletion of sea food, against the staggering fines that currently exist, we emphasize on a shocking truth - Singapore doesn’t currently see sustaining fish as a priority.
Hong Kong, however, doesn’t share in Singapore’s ‘fine city’ status. So we approach it differently, harping on it being a thriving economy. We juxtapose its economic growth against its numbers in the fish industry.
Solution - The platforms, technology and tools used and why?
So how do we reach this audience? We take a very contextual approach to this campaign. Since we’re speaking to C-levels, we speak the language they do by alluding to fines they try best to avoid for their companies. Each creative, through visuals will depict a particular species of endangered fish.
Our primary social media channels will be LinkedIn, Facebook, Instagram and WeChat as this is where our audience is present, digitally. Traditional media will include posters at key commercial estates and ads in business magazines and newspapers.
These channels, lead them to a special tab on CI’s website, (via QR codes) where they can find out about the cause, how CI’s tackling it, and also take action. It invites them to partner with CI in conserving seafood, and prompts them to sign a petition towards moving the government to levy fines on perpetrators in the seafood industry.
THANK YOU!
