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"Catch of the Day" Campaign Presents Trash Fresh from the Sea

To bring attention to the issue of ocean pollution, the Surfrider Foundation teamed up with advertising agency Saatchi & Saatchi LA to create the “Catch of the Day” campaign. Actual trash collected from beaches around the U.S. was re-packaged as food and left on display at farmer’s markets to create a impactful, site-specific message. By addressing consumers at the point of purchase, the “Catch of the Day” reminds seafood buyers that ocean pollution isn’t someone else’s problem; rather, it impacts individuals on a daily basis. Some of the repackaged items include cigarette butts from Venice Beach, California; aerosol cans from South Padre Beach, Texas; and condoms from Newport Beach, California. While environmental campaigns often emphasize shock value above all else, the Surfrider project tempers startling subjects with a restrained presentation and refined target audience.