Bait and Switched is a public awareness campaign for seafood fraud.
Target Audience
Those who want to know where their money is going where fish is concerned. Fish farmers, supermarkets, restaurants selling fish. Also, those with health risks or allergies associated to certain types of fish.
Description
Since this was a public awareness campaign, the ads needed to be dramatic. By creating a dynamic visual through Adobe Photoshop, the intimidating or otherwise monstrous fish on dinner plates became the basis for the campaign. The photographs were carried on in different compositions in other aspects in the campaign and the color pallet pulled from the three different ads was used in the rest of the campaign such as the infographic. By integrating the campaign through three different platforms- social media, traditional media, and interactive- the hope was to gain as much awareness of the problem as possible.
Since this was a public awareness campaign, the ads needed to be dramatic. By creating a dynamic visual through Adobe Photoshop, the intimidating or otherwise monstrous fish on dinner plates became the basis for the campaign. The photographs were carried on in different compositions in other aspects in the campaign and the color pallet pulled from the three different ads was used in the rest of the campaign such as the infographic. By integrating the campaign through three different platforms- social media, traditional media, and interactive- the hope was to gain as much awareness of the problem as possible.
Components
Main Ads
Main Ads
Posters
Facebook Presence
Animated Gif
Video
Infographic
Bus Stop Posters
Since this was a public awareness campaign, the ads needed to be in the most traffic heavy areas. This is why the bus stop was chosen. Many people will walk by and see it as they wait for their transportation.
By implementing the hashtag #FightFishFraud this was a way to connect the entire campaign onto its virtual marketing.
Since this was a public awareness campaign, the ads needed to be in the most traffic heavy areas. This is why the bus stop was chosen. Many people will walk by and see it as they wait for their transportation.
By implementing the hashtag #FightFishFraud this was a way to connect the entire campaign onto its virtual marketing.
Fat Skyscraper Ad | Possible places to put this ad include Target in their seafood section online.
Infographic
