As a prominent ocean conservation not-for-profit, Oceana Canada has spent years calling for improved seafood tracing standards, to prevent illegal, mislabelled, and unethical seafood from making its way onto Canadians’ plates. In 2019, the Canadian Government finally pledged to implement boat-to-plate traceability. But 3 years later, we’re still waiting. If we wanted progress, we needed help from the Canadian public.
To capture people’s attention, we developed a short film called The Catch, and gave Canadians a glimpse into the dark world of global fishing practices.
The campaign was further supported by a series of social posts that revealed more shocking scenes of seafood fraud – encouraging Canadians to help put an end to seafood exploitation and demand boat-to-plate traceability.