Decreased trust in government regulation and absence of a compelling industry voice put Australia’s wild prawn fishers’ social licence to operate at risk. Australia’s Wild Prawn industry is recognised globally as sustainable. Sensational but factually flawed documentaries like Seaspiracy tar hardworking Aussie prawn fishers with egregious practices captured elsewhere in the world. Requiring a rapid response of transparen-sea.
Limited budgets excluded any mass media, but a smart website and in store campaign could gather these stories for all to watch. 16 compelling stories were collected at australianwildprawns.com.au and delivered through social media, point of sale and augmented reality experience. We connected people concerned about overfishing to the people doing the fishing and recognise they all loved and wanted to preserve the ocean.
+110k unique page views http://www.australianwildprawns.com.au, +2M people connected through Facebook and retailers POS, 12,487 interactions with 3D/AR in store/at home experience, 2:34 average time on 3D/AR experience page
