World Wildlife Fund: Fish Love Band, 3

Cheil Worldwide presents a new campaign FISH LOVE Band to protect fishery resources during the highest fishing season by partnering with WWF(World Wildlife Fund) Korea and Ministry of Oceans and Fisheries.
FISH LOVE Band campaign gives out slap bands that can help measure the length of a fish to distinguish immature fish from older ones. The campaign aims to raise public awareness on excessive fishing of immature fish since it is a big threat to sustainable fishery in Korea. According to Ministry of Oceans and Fisheries, Korea’s coastal fishing production dropped to less than 1 million tons in 2017 for the first time in 44 years; a wake-up call for fishery resources management. Especially there is a growing need to protect fry due to significant demand on immature fish as delicacy or grounded feed. FISH LOVE slap band is a wearable fashion item while it works as tapeline when unrolled. On the band, the prohibited capture length of seven common fish species during the peak fishing season such as red seabream and mackerel are marked. Anyone can distinct an immature fish from an adult fish by measuring its length with the band at fishing place or fishery market.