Greenpeace Just Tuna

Our #JustTuna concept and visual identity created a campaign that became front-page national news.

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"It's going really well with over 87,000 people joining the campaign for sustainable and ethical tuna. HAA created a versatile, vibrant asset package that catered to all of our needs and really brought the campaign to life."

Emily Buchanan, Art & Editorial Coordinator
Greenpeace

The Challenge

  • Greenpeace needed to reinvigorate a well-worn campaign: expose the dirtiest brands in the UK tuna market with its annual league table.
  • Yet it also wanted to give equal weight to a bigger truth beyond sustainability: the terrible human rights abuses in the tuna industry.
  • The core concept and visual identity had to be striking yet sensitive, pressuring for change in a global industry that exploits people and planet for profit.

The Solution

  • We created a powerful rallying cry for Greenpeace’s campaign: Just Tuna (#justtuna).
  • Just Tuna calls for justice in the tuna industry and for sustainable fishing methods that catch just tuna instead of destroying other sea life.
  • We brought our #JustTuna concept to life with a fresh, flexible visual identity for Greenpeace’s teams: a logo, colours, pattern and other creative assets for online use.
  • To deliver Greenpeace’s 2015 tuna league table for consumers as an eye-catching physical product, we conceived a concertina leaflet ranking the major UK tuna brands from best to worst.
  • On the reverse of the leaflet, we created a (literally) unfolding series of vivid data visualisations to depict the shocking statistics from the tuna industry.

The Results

  • The JustTuna campaign achieved a staggering 41,000 sign-ups in 3 days, far exceeding Greenpeace’s expectations.
  • JustTuna was called “the new horse meat” scandal by the national press.
  • The campaign became front-page news, from The Times to the Daily Mail, from the BBC to London’s Metro.

Greenpeace Just Tuna Campaign designed and created by Human After All

Greenpeace JustTuna campaign designed and created by Human After All

Greenpeace JustTuna campaign designed and created by Human After All

Greenpeace JustTuna campaign designed and created by Human After All

Greenpeace JustTuna campaign designed and created by Human After All

Greenpeace JustTuna campaign designed and created by Human After All

Greenpeace JustTuna campaign designed and created by Human After All

Greenpeace JustTuna campaign designed and created by Human After All

Greenpeace JustTuna campaign designed and created by Human After All

Greenpeace JustTuna campaign designed and created by Human After All

Greenpeace JustTuna campaign designed and created by Human After All

Do you have a project we can help with? danny@humanafterall.co.uk