Human rights abuses and unsustainable fishing practices: two different concerns that we needed to cover in one campaign.
We created a simple, impactful name that brought these issues together. On one level Just Tuna worked as a demand for the fair treatment of tuna industry workers. But it also nodded to sustainable fishing methods, which make sure that no other sea life is caught when people fish for tuna.
With this rallying cry we tied together Greenpeace’s goals with one inspiring message, empowering people to take direct action.