The  brief  

•  Message:    Small  scale  fishermen  are  the  fishermen  of  the  future.  Help  them  save  our  fish  and  fishing  industry.    

•  Target:    Greenpeace  supporters      Fish  consumers  (primarily  those  who  are  already  alert  to  the  subject  of  overfishing)    People  living  in  coastal  communiDes  who  by  definiDon  care  about  the  fish  and  the  seas  

The  brief  

•  Support:    ArDsanal  fishermen  are  82.79%  of  the  fishing  fleet  but  get  only  20%  of  the  fish  quotas.    

•  Campaign  needs:    Make  sure  arDsanal  fishermen  have  a  say  and  are  heard  by  key  poliDcians  

What  we  want  

What  we  don’t  want  

The  4  big  quesDons  

•  WHAT  do  you  want  to  say?  

•  WHO  do  you  want  to  say  it  to?  

•  WHY  should  they  be  interested?  

•  HOW  do  you  want  them  to  respond?  

What?  

•  Interpret    Small  scale  fishermen  are  the  fishermen  of  the  future.  Help  them  save  our  fish  and  fishing  industry.    

Who?  

•  Greenpeace  supporters    •  Fish  consumers  (primarily  

those  who  are  already  alert  to  the  subject  of  overfishing)  

•  People  living  in  coastal  communiDes  who  by  definiDon  care  about  the  fish  and  the  seas  

Why?  

•  ArDsanal  fishermen  are  82.79%  of  the  fishing  fleet  but  get  only  20%  of  fish  quotas.    

How?  

•  Make  sure  arDsanal  fishermen  have  a  say  and  are  heard  by  key  poliDcians  who  are  reforming  the  CFP      

The  7  Ideas  

•  Helps  you  get  started  quicker  •  Helps  you  have  more  ideas  •  Helps  you  brief  beXer  •  Helps  you  judge  beXer  •  Helps  you  respect  your  peers  •  In  one  case,  helps  you  start  a  

new  career!  •  Helps  agencies  make  more  

money  

The  7  Ideas  

1.  The  presenter  2.  The  demonstraDon  3.  Problem/soluDon  4.  The  analogy  5.  Inversion  6.  The  slice  of  Life  7.  Borrowed  interest  

The  Presenter  

•  Ordinary  people?  Talking  about  life  without  fish  

•  Someone  whose  job/experDse  is  relevant  –  fishermen.  Someone  called  Fish  or  Salmon.  

•  Very  occasionally  that  might  be  a  client  

•  An  appropriate  celeb  whose  values  match  yours  

•  It  can  be  someone  who  is  dead  •  It  doesn’t  always  have  to  be  a  

person.      It  can  be  a  meerkat.    

Real  people  

Our  children  

A  celeb  

Celebs  without  permission  

A  dead  celeb  

A  dead  celeb  

It  doesn’t  have  to  be  a  person  

Fish  speak  for  themselves  

It  doesn’t  have  to  be  a  person  

Create  your  own  spokesman  

Problem/SoluDon  

•  The  problem  is  we  are  running  out  of  fish  

•  The  problem  is  the  greed  of  a  handful  of  industrialists  

•  The  problem  is  FADS  •  The  problem  is  fish  are  cold-­‐

blooded  so  no-­‐one  feels  for  their  plight  

 

The  problem  

A  soluDon  

The  problem  with  climate  change  

The  problem  with  climate  change  

A  soluDon  –  a  bicycle  

A  soluDon  –  donaDons  

A  problem  

Journalists  are  the  soluDon  

Problem  and  soluDon  in  the  Gulf  of  Mexico  

The  demonstraDon  

•  How  can  we  demonstrate  that  FADS  are  destrucDve?  

•  How  can  we  demonstrate  that  arDsanal  fishing  is  sustainable?  Fairer?    

•  How  can  we  demonstrate  a  fair-­‐caught  fish  tastes  beXer  than  an  industrially  scooped  up  fish?    

•  The  side-­‐by-­‐side  comparison  is  a  demonstraDon.  

Show  the  effects  

Show  the  effects  

Show  what  money  can  do  

Demonstrate  how  it  feels  

Demonstrate  the  worth  of  social  media  

The  analogy  

•  What’s  it  like?  •  A  rape  of  the  seas?  •  Like  we  are  sleepwalking  

into  the  future?  •  Will  the  seas  soon  be  like  

deserts?    

Be  like  a  superhero  

Like  killing  babies  

Like  a  bomb  

Inversion  

•  Where  you  take  your  proposiDon  and  reverse  it  

•  How  and  why  might  we  encourage  more  factory  fishing?  More  cruelty?  More  waste?    

•  Why  might  it  be  good  that  we  run  out  of  fish?    

•  What  will  we  do  with  the  trawlers?  

•  You  can’t  have  a  prawn  curry  but  you  can  sDll  have  a  prune  curry.  

Who  might  think  overfishing  is  good?  

Don’t  do  anything  

They  didn’t  listen  

Criminal/Hero  

LEAST  viewed  

The  slice  of  life  

•  What  happens  when  you  take  a  poliDcian  to  sea?  

•  How  is  it  really  in  the  household  of  a  fisherman  losing  his  living?  

•  What  are  the  facts  about  the  shrinking  sizes  of  cod  and  haddock?    

•  What  does  Darwin  tell  us  is  happening?    

Picked  up  off  the  beach  

Using  the  street  

How  people  really  think  

How  people  really  behave  

How  people  really  behave  

How  children  really  behave  

Borrowed  Interest  

•  What  would  an  Olympics  fishing  contest  look  like?    

•  What  can  we  do  that’s  topical?    

Make  a  new  connecDon    

FighDng  a  new  war  

AcDon  Against  Hunger  

Idea  and  execuDon  are  not  the  same  

•  Once  you  have  the  idea,  how  are  you  going  to  execute  it?  

•  ArDsanal  fishermen  themselves?  How?  

Ideas  to:  patrick@creaDve-­‐maXers.com  

•  Email  me  for  a  PDF  •  PresentaDon  on  July  4th