WWF Canada promotes unsustainable fishing practices with John St.
WWF Canada has unveiled a video showing the impact of unsustainable fishing practices. The John St. campaign shows what happens when a bucolic farm is devastated by a long fishing net that picks up everything in its wake. It ends with the question: “We don’t farm like this. Why do we fish like this?” Explaining the video, Lindsay Page, head of public mobilisation at WWF Canada, said: “Because it occurs underwater where we can’t see it, most people have no idea how harmful unsustainable fishing practices can be.” Stephen Jurisic, executive creative director at John St, added: “We wanted to show the impact of unsustainable fishing practices in a way people could relate to. While exaggerated, we felt the unexpected treatment was informative and will start a conversation.” The online video will be promoted through social media channels and leveraging WWF’s community.