Innocean Australia and AMCS turn endangered shark study into media activation
Innocean Australia has turned an endangered shark study into media activation for the Australian Marine Conservation Society (AMCS), to highlight ‘what’s under the batter, matters’.
The announcement:
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.
Dr Guida said: “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.”
Innocean executive creative director, Wez Hawes, said: “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’.”
Credits:
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
Source: Third Avenue
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topics
AMCS
Australian Marine Conservation Society
Ben Shewry
Dr Leonardo Guida
Essential Media
Innocean
Macquarie University
Wez Hawes
