Challenge
Scotland’s fishing sector, despite its rich heritage and economic importance, faced negative publicity and multiple challenges.
The Scottish Fishermen’s Federation (SFF), recognised the urgent need to reposition the sector as a modern, progressive, and sustainable force – while research highlighted ideological and political attacks on the industry.
Perceptions did not match the “on the boats” reality of multi-generational fishing businesses passionate about ensuring healthy fish stocks for their families and communities; or the work of scientists and experts working with the sector to ensure sustainability and protect ecosystems.
We launched the visually led Pride in the Seas campaign to highlight those involved in making the fishing sector sustainable, while vital to net zero transition and long-term food security.
Objectives
The clear aims were to showcase the passion and pride those working in Scotland’s fishing industry and to drive support from across Scottish life to promote and support the fishing industry.
We painstakingly developed 12 powerful case studies profiling those driving sustainability in the industry from diverse walks of life, and various roles across the industry. To rally political support, we secured a prestigious exhibition venue to engage politicians, and attract at least 30 MSPs to attend a launch event to demonstrate support.
Working with the media, we aimed to secure feature coverage in a major Scottish newspaper and at least 30 items of high-profile and positive media exposure. On social media we set out to achieve a reach of 50,000 and secure 10,000 engagements, as well as driving 1,000+ visitors to a dedicated campaign webpage.
What we did
We adopted a PESO (Paid, Earned, Shared, Owned) approach, including media relations, paid and organic social media and created powerful owned assets.
We secured a three-day exhibition in the Scottish Parliament at Holyrood, hosted a launch event with 50 influential guests, including MSPs, policymakers and media. More than 50 MSPs signed a pledge to support the sector.
Our team identified and interviewed 12 subjects, creating powerful case studies on each and commissioned powerful photo portraits of them. Organic and paid social media promotion amplified the campaign, maximising the powerful visuals.
To create a drumbeat of interest, we issued a series of national and regional media releases celebrating the case studies, announcing the Parliament slot, and marking the Holyrood launch event.
Since its launch, the exhibition has been featured at national and international events, including Floating Offshore UK, Skipper Expo, ICES International Science Conference and Responsible Seafood Summit, as well as being shown to the public at the Scottish Fisheries Museum and the Scottish Maritime Museum.
Results we delivered
What we did
