2. The
brief
• Message:
Small
scale
fishermen
are
the
fishermen
of
the
future.
Help
them
save
our
fish
and
fishing
industry.
• Target:
Greenpeace
supporters
Fish
consumers
(primarily
those
who
are
already
alert
to
the
subject
of
overfishing)
People
living
in
coastal
communiDes
who
by
definiDon
care
about
the
fish
and
the
seas

3. The
brief
• Support:
ArDsanal
fishermen
are
82.79%
of
the
fishing
fleet
but
get
only
20%
of
the
fish
quotas.
• Campaign
needs:
Make
sure
arDsanal
fishermen
have
a
say
and
are
heard
by
key
poliDcians

4. What
we
want

5. What
we
don’t
want

6. The
4
big
quesDons
• WHAT
do
you
want
to
say?
• WHO
do
you
want
to
say
it
to?
• WHY
should
they
be
interested?
• HOW
do
you
want
them
to
respond?

7. What?
• Interpret
Small
scale
fishermen
are
the
fishermen
of
the
future.
Help
them
save
our
fish
and
fishing
industry.

8. Who?
• Greenpeace
supporters
• Fish
consumers
(primarily
those
who
are
already
alert
to
the
subject
of
overfishing)
• People
living
in
coastal
communiDes
who
by
definiDon
care
about
the
fish
and
the
seas

9. Why?
• ArDsanal
fishermen
are
82.79%
of
the
fishing
fleet
but
get
only
20%
of
fish
quotas.

10. How?
• Make
sure
arDsanal
fishermen
have
a
say
and
are
heard
by
key
poliDcians
who
are
reforming
the
CFP

11. The
7
Ideas
• Helps
you
get
started
quicker
• Helps
you
have
more
ideas
• Helps
you
brief
beXer
• Helps
you
judge
beXer
• Helps
you
respect
your
peers
• In
one
case,
helps
you
start
a
new
career!
• Helps
agencies
make
more
money

12. The
7
Ideas
1. The
presenter
2. The
demonstraDon
3. Problem/soluDon
4. The
analogy
5. Inversion
6. The
slice
of
Life
7. Borrowed
interest

13. The
Presenter
• Ordinary
people?
Talking
about
life
without
fish
• Someone
whose
job/experDse
is
relevant
–
fishermen.
Someone
called
Fish
or
Salmon.
• Very
occasionally
that
might
be
a
client
• An
appropriate
celeb
whose
values
match
yours
• It
can
be
someone
who
is
dead
• It
doesn’t
always
have
to
be
a
person.
It
can
be
a
meerkat.

14. Real
people

15. Our
children

16. A
celeb

17. Celebs
without
permission

18. A
dead
celeb

19. A
dead
celeb

20. It
doesn’t
have
to
be
a
person

21. Fish
speak
for
themselves

22. It
doesn’t
have
to
be
a
person

23. Create
your
own
spokesman

24. Problem/SoluDon
• The
problem
is
we
are
running
out
of
fish
• The
problem
is
the
greed
of
a
handful
of
industrialists
• The
problem
is
FADS
• The
problem
is
fish
are
cold-­‐
blooded
so
no-­‐one
feels
for
their
plight

25. The
problem

26. A
soluDon

27. The
problem
with
climate
change

28. The
problem
with
climate
change

29. A
soluDon
–
a
bicycle

30. A
soluDon
–
donaDons

31. A
problem

32. Journalists
are
the
soluDon

33. Problem
and
soluDon
in
the
Gulf
of
Mexico

34. The
demonstraDon
• How
can
we
demonstrate
that
FADS
are
destrucDve?
• How
can
we
demonstrate
that
arDsanal
fishing
is
sustainable?
Fairer?
• How
can
we
demonstrate
a
fair-­‐caught
fish
tastes
beXer
than
an
industrially
scooped
up
fish?
• The
side-­‐by-­‐side
comparison
is
a
demonstraDon.

35. Show
the
effects

36. Show
the
effects

37. Show
what
money
can
do

38. Demonstrate
how
it
feels

39. Demonstrate
the
worth
of
social
media

40. The
analogy
• What’s
it
like?
• A
rape
of
the
seas?
• Like
we
are
sleepwalking
into
the
future?
• Will
the
seas
soon
be
like
deserts?

41. Be
like
a
superhero

42. Like
killing
babies

43. Like
a
bomb

44. Inversion
• Where
you
take
your
proposiDon
and
reverse
it
• How
and
why
might
we
encourage
more
factory
fishing?
More
cruelty?
More
waste?
• Why
might
it
be
good
that
we
run
out
of
fish?
• What
will
we
do
with
the
trawlers?
• You
can’t
have
a
prawn
curry
but
you
can
sDll
have
a
prune
curry.

45. Who
might
think
overfishing
is
good?

46. Don’t
do
anything

47. They
didn’t
listen

48. Criminal/Hero

49. LEAST
viewed

50. The
slice
of
life
• What
happens
when
you
take
a
poliDcian
to
sea?
• How
is
it
really
in
the
household
of
a
fisherman
losing
his
living?
• What
are
the
facts
about
the
shrinking
sizes
of
cod
and
haddock?
• What
does
Darwin
tell
us
is
happening?

51. Picked
up
off
the
beach

52. Using
the
street

53. How
people
really
think

54. How
people
really
behave

55. How
people
really
behave

56. How
children
really
behave

57. Borrowed
Interest
• What
would
an
Olympics
fishing
contest
look
like?
• What
can
we
do
that’s
topical?

58. Make
a
new
connecDon

59. FighDng
a
new
war

60. AcDon
Against
Hunger

61. Idea
and
execuDon
are
not
the
same
• Once
you
have
the
idea,
how
are
you
going
to
execute
it?
• ArDsanal
fishermen
themselves?
How?

62. Ideas
to:
patrick@creaDve-­‐maXers.com
• Email
me
for
a
PDF
• PresentaDon
on
July
4th