All posts tagged campaigns


Selfridges has unveiled plans for Project Ocean, an inspiring initiative that challenges the public to imagine a world with “no more fish in the sea”. Project Ocean is spearheaded by Selfridges Creative Director Alannah Weston, working in partnership with the Zoological Society of London (ZSL). Selfridges is collaborating with campaigners to use its trademark high-energy creative marketing approach to increase awareness, inspire changed consumer habits and raise funds. Running from now until the 12th June, the project is both a celebration of the oceans and a forum for conservationists to issue an urgent public wake-up call to address issues of sustainability, overfishing and marine protection.

Driven by the unthinkable prospect of the world’s major fisheries collapsing by 2050, the London store has given itself over to leading international marine protection campaigners and 22 environmental NGOs, as well high profile activists from the worlds of art, fashion, culinary arts, and entertainment.

Project Ocean will take over the store on a scale never before seen at Selfridges. From its iconic windows, façade and atrium, to The Wonder Room, foodhall and restaurants, the London store will transform itself in homage to the ocean. For five weeks, Selfridges’ Ultralounge will be the epicentre for Project Ocean activity, including world-class talks on the most pressing issues related to our oceans. There will be film screenings, NGO workshops, and Guerrilla Science for families. On Friday evenings, the Ultralounge will emerge as the Dive Bar, hosting musical acts and performances as a means to raising awareness and showcasing up and coming talent.

Project Ocean will culminate with the GLOBE World Ocean’s Day summit on 8 June, the United Nations-recognised global day of observance in celebration of our oceans and the vital impact it has on our lives. Held for the first time in a non-traditional, public location, GLOBE 2011 will welcome heads of state, ambassadors, dignitaries and MPs alongside NGOs and activist organisations to examine, workshop and revise The Common Fisheries Policy amongst others.

The project is designed to be visionary and solutions oriented but it unreservedly highlights the often-disturbing realities that threaten global marine life. To make the key themes more engaging to its 30,000 daily customers, Selfridges is injecting a high dose of style, fun and entertainment into the mix. From frogmen marching its hallowed aisles, to massive commissioned balloon installations by New York artist Jason Hackenwerth, to ‘No More Fish In The Sea?’ T-shirts by famed activist fashion designer Katharine Hamnett, there will be non-stop buzz to help convey the most pressing messages over the duration of Project Ocean.

Committed to its journey into implementing environmentally responsible practices, Selfridges has eliminated all endangered fish stocks across all their restaurants and food halls. To help consumers change their habits, a Project Ocean “Fish Guide” has been developed in partnership with the Marine Conservation Society (MCS) to identify which fish to eat and which to avoid, suggesting alternatives to those under threat. The guide is free and available in booklet format or via a more detailed phone app version, including recipes from participating chefs and a sustainability-minded restaurant guide compiled by Fish 2 Fork. Selfridges will continue to work long-term on implementing responsible sourcing policies in their stores as fish species’ sustainable status is updated and better understood.

As part of its commitment, Selfridges has sponsored the creation of a marine reserve in the Philippines on a unique double barrier reef, creating a safe haven for endangered fish. The public can help ZSL to help set up and support marine reserves around the world by donating to Project Ocean and purchasing bespoke Project Ocean ribbons, bracelets and access. A marine reserve manifesto developed by participating NGOs will encourage society to make their policy makers act to protect marine reserves on a long-term level.

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Not Another Bovine Love Song….

If you’re trying to impress someone special today by emailing them a music video of a love song of epic proportions, then I Will Always Love You, or My Heart Will Go On simply won’t do.

This Valentine’s Day, the music video set to win over even the hardest of hearts is a song about the love story between a farmer and his cow!

“Our Love Is In Your cornflakes” – the music video ballad released by the World Society for the Protection of Animals – must surely be the biggest animal love song since Kermit the Frog sang Rainbow Connection to Miss Piggy in 1979.

The song is part of WSPA’s Not In My Cuppa campaign to stop plans for the UK’s first mega dairy which will see thousands of cows housed in concrete sheds and could result in serious environmental consequences and put hundreds of farmers at risk of going out of business. The issue will come to a head on March 8th when the planning application for the indoor farm at Nocton in Lincolnshire is decided.

The song is a love story between a farmer and his cow.

The farmer is played by comedy stalwart Kevin Eldon (Mongrels, IT Crowd, Black Books, Hot Fuzz) and the cow puppet has been built by the Mongrels team. Ruth Bratt (currently on BBC shows Mongrels and Fast and Loose) has recorded the cow’s voice. The film music has been composed by Banks and Wag, who have composed for such diverse programmes as Zingzillas (CBeebies TV show), the X Factor and the National Lottery.

Click here to be one of the first people in the world to watch the music video set to become the smash hit of Valentine’s Day 2011 and support the Not In My Cuppa campaign. (Or click here to view on the desktop)

A Food & Wine Lover’s Auction That Gives Back

Unique experiences await your favorite foodie at Action Against Hunger’s joint online auction with the Financial Times

Global humanitarian organization ACTION AGAINST HUNGER | ACF INTERNATIONAL is pleased to announce a joint initiative with the Financial Times: the FT Charity Auction, featuring one-of-a-kind experiences for food and wine aficionados.

An array of compelling foodie experiences are on offer: back-stage access to Iron Chef’s Kitchen Stadium; personal tours of 14th century wine cellars in Sancerre or weekend stays in Bordeaux chateaus for the oenophile in your life; cooking and dining experiences with culinary legend Jacques Pepin or chocolatier Jacques Torres; and hands-on DIY opportunities to learn from sushi masters, hunt for truffles, and hang with wine experts. Holiday gifts, anyone?

Bids began on the 30th November and end December 21st; all auction proceeds benefit Action Against Hunger’s life-saving programs.


Welfare Standards With Restaurant Meals – Do You Ask?

British Diners Want More Information When Eating Out but many are too embarrassed to ask!

Restaurants, pubs and cafes should volunteer information about the welfare credentials of the meat, fish, eggs, poultry and dairy ingredients they source. So say 63 per cent of respondents to a new survey.
But it appears that many of us are too reticent to ask. One in four of those surveyed say they would be too embarrassed to quiz their waiter about the welfare standards of farms their products come from. And instead of the younger 18-24 age group being more confident, the results show they are the most reticent, with nearly half (42%) saying they would be too embarrassed to ask.

To help bashful diners, the RSPCA’s Freedom Food has now launched postcards that customers can discreetly leave behind at the end of their meal.

It is the latest move by the charity to harness customer power to encourage restaurants, cafes and pubs to source from farms rearing livestock to higher welfare standards. They can be ordered free of charge from

Charity spokesperson Caroline Gauntlett said: “We want people to ‘Simply Ask’ when they eat out. The more that ask about the source of the food they order, the more restaurants, pubs and cafes are likely to consider switching to higher welfare ingredients.

“But we do appreciate that British reserve means that many may shy away from the direct approach. So this is an easy way to take the pain out of getting the message across.

“The message on the postcards encourages restaurants to sign up to the Simply Ask campaign, as it’s a great way of providing customers with precisely the information they are seeking. It highlights the good welfare choices restaurants are making, starting with using only eggs from either barn, free-range or organic hens. But it also extends to other products from Freedom Food approved farms, such as salmon or beef. Restaurants can also include chicken from Freedom Food approved indoor farms, as well as Freedom Food free-range or other free-range producers.

“This means that joining Simply Ask is not just the premise of restaurants at the more expensive end of the spectrum, but will also encourage more cost-conscious outlets to switch to higher welfare sources”.

Eligible restaurants, cafes or pubs are listed on the ‘Simply Ask’ restaurant finder where customers can search for restaurants serving higher welfare ingredients before they reserve a table.

In response to the new research, leading chefs Peter Gordon, Paul Merrett, Thomasina Miers and Antony Worrall Thompson issued a joint statement saying:

“A good restaurant, cafe or pub should be happy to tell you where they get their eggs, meat, fish and poultry from – and how the animal it came from was reared

“With so many more people eating out over the Christmas season we would like to encourage our customers not to be embarrassed and to ask – we are proud to be able to answer.”

Henrietta Green, food campaigner and founder of, says:

“So many of us are choosing ethical products such as Freedom Food and Fairtrade when we shop – why should it be any different when we eat out? These postcards are a great way to encourage change in restaurants, pubs and cafes. Change will only come about if people ask – and the more people do ask, the more chefs will listen and reconsider what they put on their menus”.

Around two thirds of all eggs used in restaurants, pubs and cafes, whether whole, or in liquid form in products such as quiches and cakes, are still sourced from hens kept in battery cages. This compares to less than half of whole eggs produced for boxes sold in supermarkets that come from caged hens.

THINK PIG Campaign

The RSPCA’s THINK PIG campaign aims to encourage the UK’s shoppers to use their consumer power to help improve pig welfare.

Many of the 160 million pigs bred for meat across Europe live in conditions that the Society believes are unacceptable. Pigs face a range of welfare issues that most people are just not aware of.

Consumers have the power to make a difference for pigs and that’s why the RSPCA is urging consumers to ‘Think Pig’ when out shopping and make sure what they put in their shopping basket is a vote for better pig welfare.

The campaign needs to reach a broad consumer audience and the Facebook game, with its social elements, is one of the ways that the Society hopes to achieve this.

RSPCA and Farm Animals

The RSPCA is working harder than ever before to try to improve the welfare of as many farm animals as possible, at every stage of their lives.

More than 900 million farm animals are reared every year in the UK. Unfortunately the law alone is not always strong or detailed enough to ensure that they all have a good quality of life, and are transported and slaughtered humanely.

It is a huge challenge to try to improve the welfare of such a large number of animals, ranging from those kept as pets to those kept on large-scale farms. The RSPCA works in a number of different ways to encourage improvements, and always uses all available scientific information and practical evidence to support our arguments.