Greenpeace Just Tuna
Our #JustTuna concept and visual identity created a campaign that became front-page national news.
"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."
- 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.
- 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 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 Independent to The Times, from The Mirror to London’s Metro.
- Following mounting pressure from the campaign, Thai Union — the world's largest tuna company — committed to a series of business changes to improve fishing practices and the welfare of seafood workers.