fish mascot
a mascot to convince people to buy fish from sustainable fishing a fishconstable

Solution

her or his look and feel is fishy
to convince the people to buy this WWF should EXPLAIN the people how to buy those products and how these products look like, by explaining the logos on the packages from the organisations " sustainable fishing " like msc.org for exam and explaining their work...

i imagine a mascot in the offline and in the online world.

there is one "live" in a supermarket convincing the buyers, and there is one online in shops.....

i am working on it.

my  illustration  is just to visualize the idea