The social media for our IOTC 2022 campaign used the key message of ‘Rebuild the Yellowfin Road’ as its main focal point, with other asks forming the content to support it. The campaign kicked off with quotes and video content communicating the voice of the market, which was captured from our Partners at the IOTC Roundtable event. We introduced the ‘Rebuild the Yellowfin Road’ meme and idea, then stressed the importance that all member states needed to agree.
After speaking with our Partners, it became clear that this campaign should feature real people who would be directly affected by the decisions of the commission meeting. You can see an increased usage of photography of workers in the supply chain, to emphasise the social repercussions of the IOTC outcomes.
Through a range of more technical graphs and figures, alongside visuals and video content, we covered many aspects of the complex meeting through impactful and easy to stand graphics.
Will we see action on yellowfin at the 25th Session of the Indian Ocean Tuna Commission?https://t.co/2E3M75NxBz pic.twitter.com/oryur54pYn— GlobalTuna (@GlobalTuna) May 6, 2021
There’s a lot of noise in the #tuna world right now. But our Partners are demanding change & our position is clear. Watch this video to learn more about what we asked #IOTC delegates to deliver on overfished yellowfin next month. @FriendsofOcean @asda @waitrose @METRO_News pic.twitter.com/QCAXhCc65o— GlobalTuna (@GlobalTuna) May 11, 2021
Shoutout to the only 6 Member States who demonstrated their interest in hearing the views of their customers by attending our 1st #roundtable @MFA_SriLanka @StateHouseSey @governmentmv @Somalia @ausgov @GOVUK. For the 24 who didn’t join- the common ask: "Rebuild #Yellowfin tuna!" pic.twitter.com/v08kB9PJ3s— GlobalTuna (@GlobalTuna) May 18, 2021
If we told you this video shows someone calling for drastic cuts to #yellowfin tuna in the #IndianOcean, you'd think it was an NGO? Or even government?— GlobalTuna (@GlobalTuna) May 21, 2021
The people calling for action are retailers. BIG businesses like @Asda pleading for a rebuilding plan. pic.twitter.com/qZn1QvaG6Q
61 Supply Chain Companies urgently call on the #IOTC to Rebuild the Indian Ocean Yellowfin Tuna Stock https://t.co/WS25sSYyDi pic.twitter.com/qCLs5jQKiV— GlobalTuna (@GlobalTuna) May 24, 2021
37% of Indian Ocean yellowfin tuna caught are juveniles: Another reason for the #IOTC to agree to stop overfishing in June.https://t.co/1kMCaKOFWj— GlobalTuna (@GlobalTuna) May 26, 2021
#YellowfinTuna populations must remain healthy & well-managed to sustain commercial #tuna #fisheries in the Indian Ocean. #IOTC must accelerate their action on comprehensive, precautionary harvest strategies & establish a permanent limit & target reference points. #seafood pic.twitter.com/MYVUH4JMCI— GlobalTuna (@GlobalTuna) June 3, 2021
Eaten across the globe, Indian Ocean yellowfin tuna is among the world’s most valuable commodities. But its sustainability is at risk unless populations are better managed. The Indian Ocean Tuna Commission must rebuild yellowfin tuna before it’s too late. pic.twitter.com/0xdC6TaQgY— GlobalTuna (@GlobalTuna) June 4, 2021
The #IOTC meets next week with rebuilding overfished yellowfin tuna on the agenda. There are two proposals tabled and here are our thoughts on them: https://t.co/y7enqrESnC— GlobalTuna (@GlobalTuna) June 4, 2021
It’s 2021. Retailers want to source sustainable, ethical tuna for consumers. Which is why they’re asking for the #IOTC to listen & establish a sound rebuilding plan for yellowfin tuna. If they can’t- how can retailers sell this tuna as ‘sustainable?’ SPOILER ALERT - they can’t. pic.twitter.com/lKT5zBUkpx— GlobalTuna (@GlobalTuna) June 5, 2021
Today is the 1st day of the Indian Ocean Tuna Commission (IOTC) meeting. This is a vital opportunity for delegates to demonstrate to the market that they are serious about tuna sustainability. pic.twitter.com/EB0oFnApKF— GlobalTuna (@GlobalTuna) June 7, 2021
The irony of #WorldOceanDay falling on the 2nd day of #IndianOceanTunaCommission cannot be ignored. If IOTC can agree to establish an appropriate, comprehensive catch limit & harvest strategy- yellowfin tuna stocks could be rebuilt in 2 generations.Then the ocean could celebrate! pic.twitter.com/tfCeELufiD— GlobalTuna (@GlobalTuna) June 8, 2021
Give the people what they want!@Waitrose's customers are demanding sustainable tuna. If the Indian Ocean Tuna Commission #IOTC can't agree on a rebuilding plan for yellowfin tuna - then where will that leave Waitrose? pic.twitter.com/tmhhysfW7y— GlobalTuna (@GlobalTuna) June 9, 2021
The Global Tuna Alliance has published a statement following the recent #IOTC meeting.https://t.co/rZzdOaXUjy— GlobalTuna (@GlobalTuna) June 14, 2021
We recognise that progress has been made with the majority of Indian Ocean Tuna Commission #IOTC members agreeing on an improved interim rebuilding plan. However the lack of consensus among members means the future of #IndianOcean #yellowfin tuna still hangs in the balance. pic.twitter.com/U6UhNvXwu1— GlobalTuna (@GlobalTuna) June 14, 2021
GTA Partners New England Seafood International, @Asda, @marksandspencer and @waitrose have published a statement on Indian Ocean Yellowfin Tuna following the 25th session of the Indian Ocean Tuna Commission (IOTC). pic.twitter.com/1xesQDzzT7— GlobalTuna (@GlobalTuna) June 15, 2021