WWF Partners with Cheil Worldwide for Campaign to Protect South Korean Fisheries

Cheil Worldwide has partnered with the World Wildlife Fund Korea and the Ministry of Oceans and Fisheries to launch a new campaign called “Fish Love Band” to protect fishery resources during the highest fishing season.

The Fish Love Band campaign gives out slap bands that help measure the length of a fish to distinguish younger fish from older ones. The campaign aims to raise public awareness on excessive fishing of immature fish as it is a looming threat to sustainable fisheries in Korea.

According to the Ministry of Oceans and Fisheries, Korea’s coastal fishing production dropped to less than 1 million tons in 2017 for the first time in 44 years; a wake-up call for fishery resources management.

 
 

Starting this month Cheil, WWF Korea and the Ministry of Oceans and Fisheries will distribute 20 thousand Fish Love Bands nationwide at fishing festivals and through the WWF website. Celebrities including athletes, musicians, actors and chefs will take part in the campaign to draw more public attention.

 
 

“Fish Love Band campaign is a promise to preserve ocean owned by every one of us. People’s change of perception is what we need most in order to turn our ocean into a sustainable one,” said Youngran Lee, team leader of Ocean Conservation Program, WWF Korea.

Credits

Senior Vice President / Sukjun Yoon / Cheil Worldwide
Executive Creative Director / Moonkyo Lee / Cheil Worldwide
Vice President / Wonwha Chung / Cheil Worldwide
Creative Director / Jongmin Kim / Cheil Worldwide
Copywriter / Changkyu Oh / Cheil Worldwide
Art Director / Jinwoo Ryu / Cheil Worldwide
Account Director / Jihyun Park / Cheil Worldwide
Account manager / Youngjin Heo / Cheil Worldwide
Account executive / Jiyoung Youn / Cheil Worldwide

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