Hold the line.
Zero Net Gain: Internet, print, social media campaign to hold the line and stop over-fishing.
Ugliness will only create more ugliness; you have to show the opposite or risk polarizing the individuals you want to change. Straight photography is to harsh, representational colorful art will be used to graciously convince.
ZERO NET GAIN: Fish Forever is a campaign to show the beauty and the necessity of preserving a healthy sustainable European and world-wide fish stock population.
Main visual theme: Fabulous, humanized, colorful fish on black background and a corresponding second black page with simple words on it (Hold the Line, Zero Net Gain, Avoid the Void, WWF logo). On all campaign media the visual image will be count and counterpoint: a beautiful world with fish and a empty world with just words.