AMCS turns endangered shark study into media activation via Innocean Australia to highlight ‘What’s under the batter matters’
Innocean Australia and the Australian Marine Conservation Society (AMCS) have launched a media activation to highlight a recent study that found Aussies were unknowingly eating endangered shark in their takeaway ‘fish and chips’.
Together with an army of marine biologists and acclaimed chef, Ben Shewry, the activation on Bondi Beach put endangered shark on the menu to lure Aussies into helping with shark and stingray conservation – all under the banner of ‘What’s under the batter matters’.
A DNA study by Macquarie University took samples from fish and chip shops around the country and found endangered shark species including school sharks, scalloped hammerheads and the endemic greeneye spurdog were being served as ‘flake’.
In 2020, a national survey by Essential Media found that one in three Australians do not even know flake is shark, let alone endangered shark.
To bring this study to life and to capture national attention, an unsuspecting Fish ‘n Chip truck was constructed and positioned in front of the Bondi Life Saving Club. Hungry beachgoers could then choose from a menu of delicious sounding options of endangered shark species, all found within the DNA study. Pretending to serve endangered shark highlighted the lack of awareness and mislabelling of flake. While mislabelling is not allowed for livestock, the same does not currently apply to the fish industry.
Instead of serving endangered shark, an environmentally sustainable seafood option from the Australian Marine Conservation’s GoodFish Guide (Australia’s Sustainable Seafood Guide) was served, giving people information on green listed sustainable alternatives that they could choose by using the guide.
AMCS branded DNA kits were also handed out to any sceptics, who could send a sample of flake from their local chippie to be tested as part of the wider study by Macquarie University.
The media activation attracted national news coverage on Channel 9 and Sky News. The campaign is also supported by a soon-to-be released AMCS documentary by AMCS Shark Scientist, Dr Leonardo Guida.
Says Dr Guida: “The outcomes of scientific studies can be bleak and delivered in a format that’s easy for people to ignore. The results from the DNA shark study provided the perfect opportunity to use creativity to serve up the message in a form people would care about – and what better way than using the iconic Aussie meal of fish and chips to engage people in ocean conservation.”
Says Wez Hawes, executive creative director, Innocean: “When we heard about the facts of the study, we knew it would be a challenge for people to take notice if we didn’t do something to shock them. Every element of the activation was crafted to lure beachgoers – and the media – in. From the subtle shark logo to the carefully balanced writing of the menu board. Even the wrapping paper the food was served in contained hidden messages and alternative sustainable suggestions to ‘flake’.”
Agency: Innocean
ECD: Wez Hawes
Creative Director: Effie Kacopieros
Copywriters : Charlotte Berry, Laura Parker
Designer: Michael Macgregor
Client Partner: Carolyn Cho
Senior Account Director: Sarah Gardan
Account Manager: Alex Hopkins
Senior Integrated Producer: Warrick Nicholson
Integrated Producer: Brittany Mirabitur
Videographer & Editor: Dave Anlezark
Client: Australian Marine Conservation Society
Senior Shark Campaigner: Dr Leonardo Guida
Communications Director: Imogen Scott
GoodFish Program Manager: Stephanie McGee
Collaborators:
Celebrity Chef/Owner Attica Restaurant: Ben Shewry
Caterers: Radish Events
Sustainable Seafood suppliers: Two Hands
6 Comments
Confusing case study aside, there’s a test you can use to determine how bad an idea is. Start at 100%, then for every ‘and then’ you add, divide it by two. For example. Australian’s don’t know they’re eating endangered sharks. 100%. So we took a restaurant serving fish to Bondi beach ‘and then’ sold them ‘flake’. 50%. ‘And then’ we told them it was endangered shark. 25%. ‘And then’ we told them, it wasn’t endangered shark, it was sustainable fish. 12.5%. ‘And then’ we told them they could go to a website where they could find out how to eat sustainable fish. 6.25%.
Totally agree. (Oh, the missed opportunity)
Something smells fishy here. Probably the lack of clarity.
1000% agree
Of course the agency is called’Innocean’.
I think by having ‘What’s under the batter matters’ on the front of your food truck gives the game away guys. Surely every customer smells something fishy on approach. You had all the right ingredients here for some award metal – and you’re gonna land nothing.