countries involved in the campaign
in European Parliament
1 epic love story
The problem with dams is that they get in the way of migratory fish being able to mate. So we told the story of Otis: a salmon trying to swim to his girlfriend to get it on, make some babies, and save his species. Otis delivered a simple call to action: Let’s Talk About Fish Sex.
We needed to pressure policy makers directly, so our strategy was simple: get WWF’s followers to ask MEPs to talk about fish sex, using our tweet-your-MEP tool.
We made this call to action inviting with an interactive microsite, where the user swims down the landing page with Otis, on his quest for love. At each barrier, the user learns why their MEP must act, and arrives at an easy tool to contact them.
We got followers to the microsite with humorous educational carousels. The provocative tone worked well by surprising WWF’s audience.
Our video was shown at the European Parliament in September, which inspired a number of organisations around Europe to engage and tweet about the campaign.
Our CTA was to talk about fish sex, and the campaign did get people talking. #LetsTalkAboutFishSex was used hundreds of times across channels. It even reached Greenpeace, who summed it up with ‘wow.’