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Marine Stewardship Council breaks new campaign

Non-profit organization the Marine Stewardship Council has begun a new campaign intended to raise consumer awareness of the importance of sustainable seafood production. Developed by Send&Receive of Toronto, the campaign encourages consumers to buy products displaying the organization's seal on their packaging, signifying that the company follows sustainable practices.

The initiative, which will run through the summer, uses illustrations and photography to communicate that consumers can be responsible and still buy the food they want. It consists of billboard and transit shelter executions in the Greater Toronto Area.

"We designed a simple, visual approach to a series of high exposure out-of-home executions," said agency co-creative director, J.P. Gravina. "The purpose of the campaign is to make people think about how their choices affect the marine environment."

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