Companies and organisations that profit from the fishing industry are delivering false claims and misleading messages to hook in seafood consumers. Consumers are purchasing seafood unaware of its huge ethical and environmental implications.

The “Taking the Bait?” campaign’s content exposes the reality of fishing and the industry’s efforts to keep consumers taking the bait.  The campaign plays with the typical “sustainable” marketing headlines seen on seafood products. Adding sarcastic tones to these headlines conveys a sense of dishonesty and insincerity. The antagonist Seabird is a consistent character throughout the campaign’s content.

The Seabird personifies the misleading voice behind the fishing industry’s marketing headlines.   The campaign’s goal is to shift the audience’s perspective on the fishing industry, deterring them from buying into “blue-washed” advertising and shallow ethical and/or environmental claims. The audience should leave the campaign questioning if they have been caught in this net of lies and if they should keep taking the bait.