The Endangered Character

Fish stock has decreased by 90% over the past 30 years. Despite the urgency, Taiwan has yet to pass significant marine conservation laws, which is deeply concerning for the island. Poetry can serve as a collective memory that educates and transcends generations. This campaign shows the absence of the Mandarin character 魚 (fish) from the primary school poem Father Goes Fishing – a chapter in the Taiwanese curriculum spanning over half a century. By filling in the missing character via text message, the campaign aims to generate active support for more sustainable measures.