To have people actually picture the amount of killing that is happening, is more powerful than just telling them. We took something seemingly abstract and made it physical.

As one part of a larger campaign, Ocean Apocalypse helped to create a substantial public outcry. Just 6 weeks after the campaign launch, John West released an official statement committing to environment friendly fishing methods. 2 weeks later Australia’s largest supermarket chain announced that they would only supply tuna caught using sustainable methods.