$20,000,000
Earned Media
Role(s)
Social Media Strategist
Community Manager
Event support
Content creater
The background
Fish farming operates unsustainably in Vietnam. And despite the industry’s importance to the economy (exports inject $6 billion a year) and many ‘scare tactic’ advertising campaigns, there has been no change in fish farming practices.
Tasked with a very important brief from WWF, our strategy was to focus on the other end of the supply chain. We wanted to create consumer demand for sustainable fish.
the problem
the solution
So we created a word for sustainable fish.
A challenge previous campaigns had faced was that Vietnamese is a monosyllabic language. Each syllable counts as a single word. This means a word in English can translate into five words in Vietnamese.
This was the case with the relatively new concept of 'sustainable fish'. There is no natural translation. WWF told us this had been a constant problem for them.
WWF's new word for 'sustainable fish'
The traditional Vietnamese word for 'fish'
Results
(hover over image)
The most successful WWF campaign in Vietnam history
1 Fashion label created
$100,000,000
Media Impressions
14,000%
increase in restaurant commitment to sustainability
$0 Spent on Marketing
$20,000,000
Earned Media
