The World Wildlife Foundation is coming out with a seafood guide for Singapore. It’s a guide that places the seafood we eat into three color categories. The categories are based on how much collateral damages are caused when fishing for this creatures. From damaging the coral reefs to other species getting caught while netting for a specific fish e.g. three sharks are trapped for every swordfish netted. The colors are green for the fish you can eat, yellow for the “think twice” and red for the ones to avoid.

This campaign focuses on one. The seafood that fall into the red zone. These are to be avoided.

The concept behind the Red Sea Dragon is a sea creature that is a combination of the various species on the red list. Fish, shrimp, squid and more. The species used in the imagery are irrelevant as the red sea dragon is not talking about a select bunch of sea creatures that are going extinct, but rather is a leader idea to bring the red list to focus. This will be done through the microsite, restaurant/supermarket flyers and Facebook group. All the collateral will be launched simultaneously.

Campaign Deliverables

Print (as shown above)

This piece can be translated to publication ads, ad shells (outdoor) and postcards.

Microsite

The microsite will have information on the various red list species. It will also host info on sustainable fishing practices and the effects of it on our reefs. It will also host the downloadable Singapore Seafood Guide. Participating Restaurants and supermarkets can have a merit page as well.

Facebook Causes

Save the Red Sea Dragon Group. A full cause group on the campaign. Pictures, sustainable fishing practice methods and updates. The full potential of Facebook will be harnessed with this. We can also harness the tagging craze and put list up for users to tag their friends with. A simple, fun and interesting list.

Flyers

Restaurant Flyers will be double sided with the front showing the red sea dragon as catch of the day and the back reads the information.

Supermarket Flyers will have the front as how seafood is sold, with the foam plate and cling wrap. But with the whole Red Sea Dragon as the item for sale. With the information on the back.