VANCOUVER — The Marine Stewardship Council (MSC) launched its first North American consumer-awareness campaign this week, reminding consumers that the MSC blue-fish label offers a win-win solution for seafood purchases that are “Good for you and the ocean, too.”
The goal of the campaign is to draw attention to sustainability issues the seafood industry faces and emphasize the importance of making more eco-friendly choices.
“The MSC is about solutions. As environmental issues take centre stage in the media and consumer mindsets, now more than ever is the time for us to share the message that certified sustainable seafood is a credible tool for industry and consumers to take action in a positive way to ensure there are fish in the ocean forever,” says Brian Perkins, regional director for MSC Americas.
The multi-channel media mix includes outdoor advertising in targeted U.S. and Canadian cities — including Seattle, Los Angeles, Washington, D.C., Toronto and Vancouver — identified for consumer openness and appetite for sustainable messaging and choices. The campaign is complemented by a social media, displayads and asearch-marketing effort.