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WWF Canada conducts Lazy Environmentalist campaign

WWF Canada has begun a new campaign promoting sustainable fishing practices. The campaign, called "The Lazy Environmentalist," was developed by John St. of Toronto. It consists of three online videos depicting the ease with which sustainably-sourced seafood can be identified by looking for the logo of the Marine Stewardship Council. The online videos are accompanied by a series of online quizzes that are designed to be overtly simple. Social media activities will also support the campaign.

"This idea comes from the rather depressing truth that most people will only do things that help the environment if it's really, really easy to do," said Stephen Jurisic, co-executive creative director at John St. "We're very lazy that way. So rather than try to change that behavior, we thought let's just embrace it and show that it takes next to no effort to help our oceans and the sea life in it. Part of the solution is buying seafood with the MSC logo on it."

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