Who knew that an acadamy award winning film could generate such awareness in the world of seafood sustainability, but that is exactly what millions of DVD copies of the of Academy Award-winning animated film Happy Feet did when it went on sale this Tuesday. In an effective partnership with the Monterey Bay Aquarium, each copy carried the aquarium’s infamous 2007 Seafood Watch pocket guide that ranks seafood items based on their sustainability.
According to Sustainable Food News:
On Wednesday night, PBS stations nationally will air the aquarium’s “Sea Otter Research and Conservation” program, which is featured in a new PBS program, “Journey to Planet Earth: State of the World’s Ocean Animals,” narrated by Matt Damon.
The two-pronged marketing campaign this week by the Monterey Bay Aquarium is to raise people’s awareness about the serious threats facing ocean wildlife, the nonprofit said.
Through the aquarium’s partnership with Warner Home Video, its Seafood Watch pocket guide is also featured on the Happy Feet web site along with a public service announcement about problems related to overfishing. The PSA is also featured on the Happy Feet DVD.
Kudos to the Monteray Bay Aquarium for recognizing the opportunity showcased in the film Happy Feet to raise awareness in the world of sustainable seafood items. No doubt they are doing a “happy dance” of their own.
Note: crosspost with ecorazzi.
