Cultural / Context information for the jury

There is still much food culture left in Korea that eats immature fish. And the fish in the littoral sea of Korea are not as big as the fish in foreign countries. So most people don't know if it's wrong to catch and eat immature fish. This is why overfishing immature fish is a major threat to the depletion of Korea's fisheries resources. Moreover, due to a sudden fishing boom, the fishing population is estimated at almost 10 million. So we thought we needed an outdoor idea that could instantly change the behavior of the fishermen at the fishing site.

Write a short summary of the ambient work.

We extracted data for the most frequently caught species from the minimum legal size chart and created FishLoveBand, a universally portable wristband that measures the size of immature fish. Coming in 7 different shades and designs, this versatile everyday fashion item can be used to measure the size of your capture when you go fishing and let it go if it is smaller than the marked size. To maximize the impact of the campaign, the campaign was launched in the fall, the peak season for fishing in Korea. We effectively used offline and online channels at the same time, for a wristband (which is itself a small media) can spread out to many people and cause huge media exposure effects. 22,000 FishLoveBands were distributed via both face-to-face and online channels, and at major fishing spots across the country. In addition, bands was also distributed at several fisheries related events.