Launched in 2011, Project Ocean aims to inspire the public to celebrate the beauty of the ocean, to understand the threats resulting from over-fishing and to help us all make positive choices about the right fish to buy and eat.
Project Ocean has two overarching messages:
- Vote with your fork – eat more sustainably
- Support the creation of marine protected areas (MPAs)
The success of Project Ocean in 2011 led to the formation of the Marine Reserves Coalition , involving ZSL, Greenpeace UK, the Marine Conservation Society, the Pew Environment Group and the Blue Marine Foundation.
For 2013, Project Ocean is challenging the world to think differently about sharks. Under the banner of SOS or Save Our Sharks, Selfridges is setting out to rehabilitate the image of sharks for the good of the planet because healthy shark populations are a sign of a healthy ocean.