The old adage ‘sex sells’ is being put to the test to help protect marine wildlife. In attempt to draw attention to overfishing, the campaign Fishlove is taking a page out of PETA’s book – beautiful naked people turn heads, and while you’ve got their attention, maybe you can also compel them to take action.
The Fishlove campaign has celebrities like Ben Kingsley and Lizzy Jagger posing au naturelle with sea creatures.
According to the campaign’s website, “scientists predict that all marine life will effectively disappear from our oceans by the middle of this century if nothing is done about over-fishing.” They’re asking people to pledge their support for Ocean2012, an advocacy group that is working to enshrine sustainable fishing practices into European Union law.
And while the campaign has taken on a more fun and kinky approach to raising awareness, the importance of their message shouldn’t be glossed over: 82 percent of fish stocks in the Mediterranean are overfished, 93 percent of code caught in the North Sea are caught before they reproduce, and extinction looms as a very real possibility for species like the bluefin tuna which once thrived.
Stats though don’t capture attention. Lizzy Jager’s legs on the other hand... well that might just work.
All that said, while I respect that Fishlove is taking a new approach, the effectiveness will depend on their ability to move people from gawking to action. If they can encourage enough people to sign the pledge, these celebs in their birthday suits may help to bring about a comprehensive overhaul of the EU’s policies limiting overfishing.
What do you think? Will these photos make a difference?