Changing habits of consumers and vendors towards sustainable seafood

WWF Sustainable Seafood Week
Challenges

Educating the public

Sustainable Seafood Week aims to educate Hong Kong audiences on what sustainable seafood is, why it is important and how to eat well while protecting our oceans. The third edition ran from 10–18 November 2018 and encompassed events including the Savour Local Flavours Market, Aquaculture Tours, and outlets citywide serving ocean-friendly menus. The challenge was to emphasise the detrimental effects of unsustainable fishing practices, while changing habits through consumers and vendors pledging to eat and sell only sustainable seafood.

Sinclair was appointed to lead the overall campaign, drive omnichannel discourse, provide strategic stakeholder consultancy, and educate the public on Sustainable Seafood Week and the importance of sustainable seafood consumption.

Approach

Strategy
Developed and implemented a tiered, omnichannel approach to drive campaign awareness, from pre-event buzz with preview tours to engagement at the market, leveraging strategic alliances to activate key media and consumers.

Experience
The market offered sustainably sourced local delicacies and crafts, educational booths, and a VR experience. Tours offered first-hand views of the local fishing industry, with a chance to meet fisherman and try sustainable dishes.

Partnership
Built and leveraged strategic alliances to ignite change citywide and activate media across sectors. Partners included OpenRice, ASC, MSC, 300+ hotel and restaurant outlets and 5 major supermarkets.

Engage
Invited target media and KOLs to an exclusive preview of tours and market to build thought leadership, editorial and social content. Celebrities Rosina Lam endorsed the initiative as ambassador, and Rikko Lee served as the MC at the market preview.

Design
Ideated creative concepts and developed key design collaterals, including the event poster and adaptation, icons and panels used at the Savour Local Flavours Market and on the website.

Outcomes
+1,200
visitors to the market over 3 days
1,194
pledges made throughout campaign period
+34 million
reached through local and international publications
  • High-quality coverage in print and online publications across general news, feature, lifestyle, F&B, environmental and entertainment sectors including SCMP Young Post, U Magazine, HK01, Metropop andRTHK
  • +20k likes on WWF Sustainable Seafood Week social media feeds
  • +44 media attended events over the campaign period
  • KOLs such as @taktakbao and @loshun, and celebrities Rikko Lee (Event MC) and Rosina Lam (Initiative Ambassador) endorsed Sustainable Seafood Week, and supported via social media channels and curated content.
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