More Than a Prawn

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  • 2022

  • Digital

Designed By:

  • ROMEO Digital

Commissioned By:

Australian Council of Prawn Fisheries

Designed In:

Australia

‘More than a prawn’ is a provenance and community engagement campaign launched by the Australian Council of Prawn Fisheries. The australianwildprawns.com.au website gives people a greater sense of connection between the food on their plate, the wild regions it’s from and the values of the people who provide it.


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  • CHALLENGE
  • SOLUTION
  • IMPACT
  • MORE
  • People are genuinely worried about the sustainability of fisheries and there is a disconnection between Australian wild prawns Fishers and the consumers. Decreased trust in government regulation and absence of a compelling industry voice put Australia’s wild prawn fishers’ social licence to operate at risk. Australia’s Wild Prawn industry is recognised globally as sustainable. Sensational but factually flawed documentaries like Seaspiracy tar hardworking Aussie prawn fishers with egregious practices captured elsewhere in the world. Requiring a rapid response of transparen-sea. Limited budgets excluded mass media, but a website and in store campaign could gather these stories for all to watch.

  • We connected people concerned about overfishing to the people doing the fishing and recognise they all loved and wanted to preserve the ocean. To preserve Aussie wild prawn fisher’s social license to operate, we needed to lift the veil and tell their stories in their own words. 16 compelling stories were collected at www.australianwildprawns.com.au and delivered through social media, point of sale and augmented reality experience on the floor tiles of seafood retailers. Powerful stories help people understand more about the provenance and we can connect them with the values they have in common with the prawn producer.

  • With social media geographically activated around key ports, we invited people into the world of the wild prawn fishers. We brought a trawler to life on a canvas that had never been used before - the retailer shop floor. And we built a helpful website that collects all the stories in one place. Website: 116,725 unique page views 3:15 minutes average time on page 2,314,737 people consumed 2 years, 4 months and 2 days of video content 12,487 interactions with 3D/AR in store/at home experience 2:34 average time on 3D/AR experience 2,127,089 people reached through Facebook, generating 434,662 tracked engagements

  • Access the AR/3D experience at: https://www.australianwildprawns.com.au/3d/