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The Lionfish Invasion

Award: Graphite Pencil

Graphite Pencil / White Pencil - Creativity for Good / Advertising & Marketing Communications - Not for Profit / 2015

The lionfish is a ferocious predator, and endangers the hundreds of marine species in the Caribbean waters it invades. Simply put, the best way to eliminate the problem was to eat it. When the campaign was endorsed by Colombia's top chefs, lionfish became a trendy dish in restaurants. When one of the country's biggest supermarket chains got involved, lionfish became easily accessible produce in the home. When the Catholic Church encouraged its followers to eat lionfish during Lent, consumption really increased. Even the President of Colombia joined the campaign, using Twitter to declare his encouragement.

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