We want everyone that enjoys seafood to think, care and celebrate where it comes from because there is always another side to the delicious food we put on our plates. The Little Blue Label, Big Blue future campaign centred around a split screen concept and aimed to be vibrant, informative, energetic and engaging. The concept highlights the two sides of the story. One is a familiar story of preparing delicious fish dishes, the other depicts the fishers in the rough seas and the fish species in their natural habitats. This is a celebration of ocean to plate.
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Oceans contain up to 80% of life on earth, with seafood providing an important source of protein and livelihood to more than 3 billion people across the world. Yet, a third of fisheries globally have been fished beyond sustainable limits, and a further 60% to their maximum capacity. Research* commissioned by the MSC shows almost 1 in 3 (31%) people around the world are worried their favourite fish will be off the menu by 2040, and 6 in 10 seafood shoppers (58%) made changes to the way they choose and buy seafood in the last year in order to protect fish in our oceans. One simple action people can do to help conserve marine resources is by buying MSC-certified seafood. Just by looking out for the MSC’s little blue label, consumers can ensure the seafood they’re buying is sustainably sourced, and therefore contributing towards the preservation of oceans for generations to come.