Client:   Fisheries and Oceans Canada

Dates:    July 2012–March 2013 and June 2008–March 2009

Many retailers, restaurateurs, and advocacy groups participate in ‘sustainable seafood’ campaigns. Consumers and wholesalers of wild and farmed seafood products may use these campaigns to inform their purchasing choices.

In 2008-09, Sheil Communications developed a communications and marketing strategy to tell Canada’s sustainable fish and seafood story after conducting environmental analysis on domestic and international trends and views related to sustainable seafood. To implement this strategy, we developed a visual identity to apply to banners, kiosks, and other promotional products used at international seafood shows, which was approved by the wild and farmed fish sectors and government officials. We also researched and wrote a series of fact sheets and 10 species profiles to provide to consumers, retailers, restaurateurs, importers and governments in support of the campaign.

In a related initiative, Sheil Communications prepared an online overview of the department’s Sustainable Fisheries Framework and wrote the online backgrounders about the Framework’s conservation and sustainable use policies and their application.

In 2012-13, Sheil Communications researched and wrote profiles on six commercially significant farmed and 10 commercially significant wild species so the department could feature recent information on the sustainable management of Canada’s aquaculture and fisheries industries.