Norway's aquaculture sector is taking a new approach to addressing concerns over fish health, welfare, and environmental impact.
Industry organization Sjomat Norge (Seafood Norway) has launched a new nationwide campaign to highlight both the achievements and ongoing challenges in salmon farming.
The campaign, "Salmon under the microscope," seeks to counter criticism regarding fish mortality, escapes, and welfare issues. It will be broadcast across TV, digital platforms, and print media in the coming weeks, directing audiences to the website sjomatnorge.no for deeper insights.
Kristin Langeland, Sjomat Norge's communications director, emphasized the need for openness: "We have to show our challenges. While we have made progress, there is still much to improve."
The initiative follows extensive pre-testing, showing two out of three viewers gained a more favorable impression of the industry. Advertising agencies Storm, Smeh, and Smor collaborated on the project, aiming to reshape public perception through balanced messaging.
This shift in communication marks a departure from previous promotional campaigns, focusing instead on transparency and the industry's commitment to technological innovation and sustainability.
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