# Panda Death Shockvertising The Sea Shepherd Conservation Society Raises Bluefin Tuna Awareness By Chalaine Mantha | Published 2011-03-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sea-shepherd-conservation-society References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/03/sea-shepherd-conservation-society-tuna/) & [seashepherd.org](http://www.seashepherd.org/) The Sea Shepherd Conservation Society has a new goal -- to save the bluefin tuna. In a new and horrifying advertising campaign brought to you by the advertising agency [Ogilvy & Mather](https://www.trendhunter.com/trends/accessibility-adapter), fake pandas are seen being treated cruelly. The agency is trying to get people to think outside the box. If this slaughter was happening to pandas, people would be absolutely outraged. Why shouldn't the reaction be the same when this happens to fish? The Sea Shepherd Conservation Society reads "when you see a tuna, think panda. The bluefin tuna is now [critically endangered](https://www.trendhunter.com/trends/endangered-animal-lip-balm) to the point of extinction." The society's campaign is called Operation Blue Rage and asks people to kindly stop buying bluefin tuna. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 56% | Activity: 74% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Experiential Shock Advertising:** There is an opportunity for advertising agencies to create impactful campaigns using experiential shock tactics to raise awareness for environmental and social causes. - **Species-based Activism:** There is an opportunity for conservation organizations to focus on endangered species to create more targeted and effective activism campaigns. - **Responsibility Marketing:** There is an opportunity for companies to take a more responsible approach to marketing and advertising by promoting ethical and sustainable products and practices. ### Industries Being Reshaped - **Advertising:** There is an opportunity for advertising agencies to create impactful campaigns using experiential shock tactics to raise awareness for environmental and social causes. - **Conservation:** There is an opportunity for conservation organizations to focus on endangered species to create more targeted and effective activism campaigns. - **Food:** There is an opportunity for companies to take a more responsible approach to marketing and advertising by promoting ethical and sustainable products and practices in the food industry. ## Related on Trend Hunter - [Panda-Inspired Sport Campaigns](https://www.trendhunter.com/trends/panda-station.md) - [Cultivated Bluefin Tuna Products](https://www.trendhunter.com/trends/toro-sashimi.md) - [Charity Organization Rebrands](https://www.trendhunter.com/trends/humane-world-for-animals.md) - [Nature-Connected Lifestyle Campaigns](https://www.trendhunter.com/trends/go-wild.md) - [Provocative AR Campaigns](https://www.trendhunter.com/trends/not-so-happy-animals.md) - [Plant-Based Orange Chicken Campaigns](https://www.trendhunter.com/trends/plantbased-orange-chicken-campaign.md) - [Oceanic Conservation Merch Collections](https://www.trendhunter.com/trends/stop-shop-bags.md) - [Vegan Canned Tunas](https://www.trendhunter.com/trends/vegan-canned-tuna.md) - [Provocative Eco Screensavers](https://www.trendhunter.com/trends/planetsaving-screen-savers.md)