Greenpeace has launched a new outdoor and print campaign featuring a confronting image of a baby turtle in a sandwich. The “Change Your Tuna” campaign is designed to raise awareness of Greenpeaceʼs ʻCanned Tuna Rankingʼ, a league table that shows consumers which brands are using the most sustainable methods of fishing for tuna. Greenpeace has called on all tuna brands to encourage sustainable fishing practices, including the end of FADʼs, an indiscriminate fishing practice where turtles, rays and sometimes whales are being killed by tuna fishermen. The environmental group estimates that every year, 27 million tonnes of marine life is killed needlessly alongside the target fish.
To create the turtle sandwich, photographer Sean Izzard sourced a live model from the turtle rehabilitation centre at Dolphin Marine Magic in Coffs Harbour. The young turtle was photographed on site then en-sandwiched back in Surry Hills by retouchers at Cream.
The Change Your Tuna campaign was developed at Havas Worldwide Australia, Sydney, by executive creative director Steve Coll, copywriter Jeremy Vernon, art director Ben Pearce, agency producer Warrick Nicholson, group account director Scott McIntyre, with photography by Sean Izzard, The Pool retouched at Cream Studios.