As most Austrians buy Christmas trees and these are put into nets for transportation, we found them to be the ideal medium to take advantage of people’s mindset and to carry our message. At Christmas tree markets, when people had chosen their tree, pictures of marine animals as “bycatch” were slipped in the nets of the trees, as these were prepared for transport. On the back of these prints, the surprised buyers found the message “Nets often catch things that don't belong there”, as well as further information on the topic and how they could make a difference.

The campaign literally brought the problem of bycatch to our target audience. Most of them were confronted with it for the first time. Therefore, showing them what it was and involving them made them understand and relate to the issue more than a Print or TV ad ever would.

The campaign caught people’s attention, made them aware of a problem in a way they could relate, gave them further information on the topic and ways they can make a difference. The topic was spread and commented through facebook and twitter. Unique Visitors on www.greenpeace.at increased 13% during the campaign and Greenpeace’s 'Guide for good fish' was downloaded more than 2,000 times.