WWF & John St. Appeal to the Lazy Environmentalists

Have you ever thought about what you could do to help reverse declining fish stocks in our oceans? Well, according to WWF’s new campaign, it’s ridiculously easy – if you know what to look for.

“This idea comes from the rather depressing truth that most people will only do things that help the environment if it’s really, really easy to do. We’re very lazy that way,” says Stephen Jurisic, co-ECD at john st., the Toronto agency that’s been working with WWF for 5 years. “So rather than try to change that behavior, we thought let’s just embrace it and show that it takes next to no effort to help our oceans and the sea life in it. Part of the solution is buying seafood with the MSC logo on it.” 

The MSC (Marine Stewardship Council) is an international and independent not-for-profit that seeks to protect the health of the world’s oceans by recognizing and rewarding sustainable fishing practices.

The campaign launches with a 60-second video that shows how easy it is to eat sustainably sourced seafood. So easy, in fact, that even the laziest person in the world can do it.

The campaign also includes two other shorter how-to videos and a series of overtly simply online quizzes that further demonstrate just how easy it is to help protect the health of our fish stocks.The content will be promoted through WWF’s social media channels and by leveraging WWF’s passionate followers. You can watch the videos on WWF Canada’s YouTube page.