The idea is simple. To put inside audience´s everyday life contexts a symbolic element (a tree of fishes inside a fish tank) that represents the problem as well its solution.

This will be a graphically strong object, easy to carry on and easy to recognize. It will show itself as a deeply valued and cared object by the campaign personalities. It is so important that they won�t forget it everywhere they go, they�d sleep whit it, it�s in their desks and they carry it with them all the time.

A tree represents a rebirth and a new reframing of the fishing idea and of the way in which we use sea products. The fish tank represents a reduced sea, with very little resources, about to become empty.

This campaign is structured towards ideas and imagery that will inform and create consciousness in every person that can spread the message and help to solve the problem.