Just like "WWF Tiger Campaign" which used a projection of a tiger in public spaces

"ROBOFISH" campaign, uses a big robotic fish in public spaces, raising awareness for more sustainability in the fishing industry.

ROBOFISH visits every city in big public spaces. It's a huge fish who attracts a lot of atention, just like the WWF Tiger

ROBOFISH CONTEST: This is a contest for researchers, in order to create the WWF ROBOFISH. Big Prizes. Sponsored by Universities, Science Institutes, WWF...

Robot fishes examples:
http://www.youtube.com/results?search_query=ROBOT%20FISH&search=Search&sa=X&oi=spell&resnum=0&spell=1