Case Study: WWF European Policy Office drives EU Nature Restoration Law action with Shape History

WWF European Policy Office gets 300+ MEPs watching fish-sex campaign with Shape History

The WWF European Policy Office faced the challenge of engaging EU policymakers on the dry topic of freshwater migratory fish conservation to support the Nature Restoration Law. They partnered with Shape History to create a campaign that would cut through the noise and highlight how dams prevent fish from reaching their breeding grounds, a critical issue lacking a compelling message for their audience.

Shape History developed a humorous campaign titled "Let's Talk About Fish Sex," centering on a salmon named Otis trying to reach his mate. The solution included a hero video, an interactive microsite, and a tool for constituents to tweet their MEPs. This approach successfully reached millions, with the video being watched by over 300 MEPs in Parliament. Notably, the campaign contributed to the Nature Restoration Law passing just three months after launch, with a key protection objective increasing from 20% to 30%.

WWF European Policy Office