Grandprix 2008 / Fish Does Good


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Grandprix 2008 / Fish Does Good

  1. 1. Categorie:Social campaignsTitle of campaign:Fish Does Goodshort common description of the campaign::Studies showed that Estonians consume less fish products compared to othermaritime countries. While Finnish people eat 33kg of fish per person in a year,then in Estonia the number was only 17kg. Estonians also suffer more cardiovascular diseases. As there are vital minerals and omega3 oils in seafood, it shouldbe eaten more often. To increase consumption of fish products EstonianAssociation of Fishery started a social campaign Fish does good! The integratedcampaign was co-financed by government and EU. The opportunity was seen, thatif people are better aware that fish products are healthy and given new cookingideas, they would eat more fish. Biggest challenge was to reach the whole society,which was achieved with great success. The highlight of campaign was acompetition to select Estonian national fish. This creative approach made fishspontaneous topic not only in local media, but the project reached internationalnews, including front page of Wall Street Journal and NYT.
  2. 2. research work done during the campaign:While planning the campaign, a recent research about Estonians fish consumptionhabits was deeply studied. It appeared that people didnt like to eat fish, as cookingit was considered too complicated, messy, smelly and time-consuming. Peopleknew how to cook only few kinds of fish. Fish was considered expensive, ascompared to meat. It was also studied who were decision makers and influencersin families while compiling the menu. Research proved that special attentionshould be paid to kids, as people take their childhood eating habits with them totheir adult lives. Based on the research, specific objectives and target groups wereidentified.Main communication objectives were:raising awareness about fish as healthy foodteaching people to cook fish in different waysintroducing different kinds of fishTarget audience was whole society, but specific actions were planned for:Women, as they usually make the shopping listChildren, as they can strongly influence mothers decisionsThree groups of opinion leaders were involved:Health specialists - fish as healthy foodChefs - fish as delicious and easy-to-make foodCelebrities - how they cook fish
  3. 3. Main PR messages were:Fish is healthy, keeps your heart in orderIt is easy to cook fishThere is a variety of fish available, experiment more to find somethingyour family likesFish is relatively cheap - though per kg fish is more expensive than meatits nutrition value is much higher.strategy:The following row of integrated communication activities were selected.Campaign started with Opening Conference, where messages about fish as healthyfood were elaborated by health specialists. Sociologist introduced results ofsurvey, why Estonians dont like eating fish. Minister of Agriculture announcednational fish competition. During conference, people spontaneously started to votein Internet for national fish!Estonian National Fish competition aimed to make people think about variety oflocal fish, and get all social groups involved. Competition was in several phases.During first months people could vote for any fish. After some months 5 finalistswere selected, which made the headlines again. During next months people votedamong finalists. 50000 votes were collected in this phase. The winner was
  4. 4. announced on Independence Day.Fish Gala dinner ("Kala Gala") was held in the evening of opening conference.Relevant decision makers and celebrities attended; objective was to get opinionleaders involved since the beginning. Rooms decorations, entertainment and foodwere all related to seafood.Website ( was created as campaigns central communicationsite, containing facts and articles about fish as healthy food, recipes of fish dishes,information about events, competitions, photo galleries, voting system.In summer 2007 fish tent events took place. Tents with campaign symbolic werespectacular guests of all festivals. Special program was developed, includingchecker on huge board played with fish cans, seafood cooking presentations by topchefs, fish drawing and fishermen stories competitions. In total 8 festivals wereattended, longest of them lasting 5 days.Public recipe competitions goal was to get amateur cooks come along, and sharetheir experience about cooking fish. 2 categories were announced - National Fishand Other. Top chefs chose finalists, who bravely prepared their recipes in front ofaudience in fish tent during biggest festival.Variety of media coverage was initiated - health and nutrition related articles,celebrities cooking fish, description of campaign events etc. National fishcompetition was covered constantly.Success of campaign was measured by media coverage, and raise of publicawareness about fish as healthy food. The effect was measured by number ofpeople coming along- visiting website, voting, participating recipe competition etc.The impact of campaign was seen in increase of fish products consumption.Fish competition became the highlight of campaign. It might seem at first, that this
  5. 5. had not much to do with eating habits, but PR strategy turned out to be very smart.As the target group was whole society, this simple topic that was understandable toall social groups, made people to become aware of the campaign and its messages.This is perfect example to prove how a creative PR idea can guarantee huge publicattention while costs stay low.Results of the campaign and evaluation::Campaign got wide media coverage. Health related articles were initiated withhealth specialist, magazines and TV cooking shows started to introduce fish dishesspontaneously.Competition topic reached all social groups. Discussion about favorite fish becamehot issue on routine social gatherings, leading conversation to fish eating habits.Thanks to wide public response Baltic Herring was officially named National Fish.It is a symbol in new encyclopedia.Highlights:Topic was many times in TV news and shows (humorous and serious), cartoons,crosswords, poems with many comments and articles. Baltic Herring was Personof the week in major weekly; usually important people are selected for thatcolumn.
  6. 6. Baltic Herring as winner was announced before Independence Day and served atPresidents galaBesides campaign website, many online-papers set up voting systems andannounced their readers favorites.Journalists found an exotic fish that colors copy the Estonian flag.Competition became a topic at Parliament meetings.Schools came along - sent their voting results. Kids TV-show did national fishdrawing competition.Fish competition reached international news. It was covered on WSJ front page,NYT, France Presse, BBCDuring 1-year fish consumption increased 4kg/person that was more than planned.Campaign was named best Estonian PR project in 2007 and was selected finalist inIPRA Golden World Awards competition.