The Southern African SustainableSeafood Initiative (SASSI)

• Seafood awareness campaign, started in 2005 under the WWF South Africa banner

• Targets consumers, retailers, restaurants and hospitality industry

• Produced a seafood list in 2006

• Media coverage, website, restaurant training, retailer interactions

SASSI: Core objectives

1. Encourage voluntary compliance with seafood laws and regulations (the Marine Living Resources Act)

2. Shift seafood demand away from over-exploited species to more sustainable options

3. Improve awareness of marine conservation issues

Innovation: FishMS

FISHMSSMS the name of a fish to

079 499 8795(Int +27 79 499 8795)

and we will sms you back its status

standard sms rates apply

Innovation: FishMS

• Brainchild of iVeri• SASSI list as text message service

Date 20082006

Hour

Public interest: SASSI FishMS• 40,000 request between Dec 2006 and Aug 2008• 10,000 individual users

Lunchtime

Suppertime

International attention