Launch strategy, tagline and website copywriting for a responsible fishing campaign in Victoria
Monash University, VRFish, the Victorian Fisheries Authority and Flinders University came together to launch a campaign focussed on responsible fishing of sharks and rays. As this was a new campaign, I worked with Paul Kelly Creative to develop the campaign name, tagline, key messages and website copy. Over a few months of collaboration, Shark Mates came to life.
Each organisation had a slightly different objective so it was important to balance the focus on conservation without discouraging fishing. All the information on the website had to be evidence based and aligned to current fishing regulations.
While it would have been easy to produce content that was very dry and informational, I encouraged the clients to have a bit of fun with it. The name ‘Shark Mates’ is intentionally casual and Aussie while the tagline ‘Catch. Care. Conserve.’ clearly highlights the three focus areas while using alliteration to aid flow and memorability. The website copy includes phrases like ‘Sharken up your skills and rays your game’, plays on words that give the copy extra personality.
What the client had to say
“The copy sounds great. Loving how this campaign is taking shape. Well done!”