Here’s a smart creative piece, well executed by South Africa’s Lowe (unlike their awful website), on behalf of WWF Sassi.
Click the image for a larger view, where the text reads:
Only a tenth of the catch in long line tuna fishing is actually tuna.
Most commercial fishing gear is not completely selective. As a result many endangered sea animals are also captured. To ensure the fish you buy is caught in a way that is environmentally friendly, text our fishms number (079 499 8795) with the type of fish and you’ll receive an sms back as to weather it’s in the red, orange or green category.