Take ocean-farmed salmon
Off The Table
Problem: Since 1974, 80% of wild Atlantic salmon have disappeared. One of the leading causes is ocean salmon farming.
Solution: Take ocean-farmed salmon Off The Table. For Climate Week NYC, we brought the issue to the table through organic social and creative, alongside an open letter signed by 120+ leading chefs and published around the world (including a full-page ad in The New York Times). The ask was simple: take ocean-farmed salmon Off The Table.
Results to date:
14,635 PLEDGES AND COUNTING
585+ CULINARY PARTICIPANTS
+85% SOCIAL FOLLOWING SINCE CLIMATE WEEK
379M+ PR REACH
+147% GOOGLE SEARCHES FOR “SEA CAGES”
+281% GOOGLE SEARCHES FOR “FARMED ATLANTIC SALMON”
(*U.S., Year-over-year)
Creative Team: Mary O’Keefe (CD), Hetal Joshi (Copy), Meghan Smith (Copy) Candas Medina (Art), Alexandra Fonseca (Art)
Open Letter
This letter was signed by 120+ of the World’s leading chefs. It originally appeared as a print ad in The New York Times, The Times (UK), Morgunblaðið (Iceland), The Globe and Mail (Canada), The Boston Globe, and more.
Role: Copywriter