Prague - WAZA

October 2011 | Prague 59
Another window engaged the public
in a text petition to change European
policy on discards in conjunction
with ‘Hugh’s Fish Fight’ campaign
(run by celebrity chef Hugh Fearnley-
Whittingstall). In terms of impact,
12 million people exposed to the
advertising, 4 million people saw the
windows on Oxford Street and more
than one million people experienced
Project Ocean in the London store. In
addition, media coverage in over 37
countries reached over 400 million
people, with an estimated value of
£4million. In addition, the effectiveness
of Project Ocean’s communication
was measured by an MSc student
from Imperial College London.
The marine theme extended throughout
the store. Consistent messaging
on ‘Don’t eat endangered fish’ was
used throughout, meaning that people
were exposed to Project Ocean
whether they were popping in for
a new lipstick in a lunchbreak in the
beauty halls, or purchasing fresh fish
from the fish counter in the foodhalls.
A number of artists produced some
extraordinary marine-themed art, including
a light art installation by Chris
Levene and plankton-like balloon
sculptures by Jason Hackenwerth.
A stunning display of ocean-themed
fashion through the ages – including
Lady Gaga’s famous lobster hat – was
curated by Judith Clarke against
a backdrop of dead coral skeletons.
These corals were part of a 16 tonne
Customs confiscation from the early
1990s which is has been stored at ZSL
London Zoo ever since. The exhibition
highlighted the threats to corals
through this trade through graphics,
a dedicated staff member working on
the exhibit and a beautifully illustrated
guide.
The focal point for Project Ocean
activities was in the Ultralounge.
This special exhibit area was used as
a flexible space with two permanent
installations – a film exhibit by Beth
Derbyshire and a stunning collection
of 20 live coral exhibits designed,
installed and managed by the ZSL
London Zoo Aquarium team. Over
a two week period, the entire exhibit
was constructed including tanks, filters,
theming and the associated
infrastructure to the highest standards.
The animals displayed showed
the beauty, diversity and fragility of
corals in a completely novel way, with
clever used of lighting and custombuilt
perspex stands meaning they
appeared to float. All were Customsseized
animals that were already part
of the ZSL Aquarium collection.
The Ultralounge hosted a variety of
NGO events, including diverse events
organised by ZSL that profiled our
conservation projects (Tidal Thames,
Project Seahorse, EDGE Corals)
and through partnerships: A youth
declaration event with ClientEarth
saw school children marching with
placards around the store calling for
governmental action on biodiversity
conservation. With Greenpeace
and the Earth Security Initiative, we
hosted fishing leaders from the UK,
Senegal, Mauritania, Cape Verde and
the Pacific Island nations in a discussion
evening on the impact of EU
fishing fleets on local fisheries. In
addition there was a regular series of
events each week, with high profile
panel discussions each Thursday,
bands playing at the Dive Bar each
Friday, children’s events on Saturdays
and film showings each Sunday. The
finale, on World Ocean’s Day saw ZSL
and GLOBE International work with
European environmental legislators
to produce the Selfridges’ declaration
to support reform of the European
Common Fisheries Policy.
As with the sustainable seafood
initiative, Selfridges led by example
in promoting marine reserves as its
third key objective. Working with the
Project Seahorse team in the Philippines,
a 50ha marine reserve was
implemented by the community of
Matabao and endorsed by the local
government prior to the May launch
date. The team continue to develop
this community-managed marine reserve,
including constructing a guardhouse,
conducting in-water surveys
and building community management
capacity.
The focus of the activity for marine
reserves during Project Ocean was
to raise money. Fundraising was
achieved through the sale of dedicated
products including designer
slogan t-shirts, wristbands and pins.
A bucking bronco whale ride provided
a highly entertaining way to attract
donations! One of the store’s windows
used touchscreen technology
to raise funds through text donations
that resulted in an egg being laid
which hatched into a fish with the
name, Twitter and Facebook tags of
that individual. This was also hosted
on the Project Ocean webpage and
iPhone app and gave a running total
for donations. Through these mechanisms,
£120,000 was raised during
the one month Project Ocean launch
period. These funds were given to
ZSL for collaborative projects that
strengthen existing or support new
marine reserves. To date, funds have
been used to train emerging marine
conservationists from the Philippines,
Malaysia and Indonesia at our first
EDGE Coral Reefs training course.
One of the most exciting initiatives
emerging from Project Ocean was
the initiation of the Marine Reserves
Coalition (ZSL, Greenpeace, Marine
Conservation Society, ClientEarth,
Blue Marine Foundation, Pew Environment
Group) which launched
a manifesto for marine reserves. In
2012, funds will be used to progress
marine reserves in the UK and Overseas
Territories through this Coalition,
support an expedition to develop the
management plan for the Chagos
marine reserve (British Indian Ocean
Territory), and improve the implementation
and enforcement of new
marine reserves in Sierra Leone
through the Environmental Justice
Foundation.
Selfridges’ and ZSL have an ongoing
commitment to Project Ocean and
plans for 2012 are under development.