Lizzy Jagger

Lili Loveless

Ben Kingsley

Eleanor Mills

Emilia Fox

Jerry Hall and Lizzy Jagger

Jerry Hall and Lizzy Jagger

Lenny Henry

Lizzy Jagger

Richard E. Grant

Terry Gilliam

2013-01-10

Co.Exist

Naked Celebrities Get Friendly With Fish

A campaign to stop overfishing features photos of celebs in their birthday suits, cuddling up with marine creatures to draw attention to overfishing. It’s safe for work, unless your boss hates fish.

Here’s a lesson in PR. Do you have a cause? Okay, good. Now, find attractive people, make them take their clothes off, and photograph them styled with some totem symbolizing your mission. Articles (like this one) and buzz are the natural output. We can’t help it.

Apologies for the sarcasm, but mixing sex with activism never seems to die as a strategy, and perhaps because it works—see PETA. The more outlandish the better: case in point, the photo campaign Fishlove, which paired topless models and actors with squid, starfish, and crabs—some of which are overfished—in an attempt to raise awareness about the devastating effects of the fishing industry on marine life. And so, thanks to that vision, we get to see naked Ben Kingsley, Lizzy Jagger, and a host of other celebrities (some only celebrities if you’re British) holding aquatic life.

"Scientists predict that all marine life will effectively disappear from our oceans by the middle of this century if nothing is done about over-fishing," reads the Fishlove site. "The people in these photographs want over-fishing to stop." Viewers are asked to pledge their support for Ocean2012, an advocacy group working to enshrine more sustainable fishing practices into law in the E.U.

A collaboration between Ocean2012, online grocer Waitrose, and sushi restaurant Moshimo in Brighton, U.K., the sexy images help the bleak facts at the heart of the campaign go down a bit more easily. In the Mediterranean, 82% of fish stock are overfished. In the North Sea, 93% of cod are caught before they reproduce. Many once thriving species, including Atlantic bluefin tuna, could go extinct due to overfishing.

Ocean2012 is working toward a comprehensive overhaul of the EU’s fishing policies that would end overfishing and create a framework for fishing policies based on the needs of ecosystems, not the market. Find out more about their work here.

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16 Comments

  • Matt Vardy

    I'm not so sure that these images of people sitting on top of dead fish, playing with them and smiling/posing with them will have any positive impact on the over fishing crisis. If anything these shots encourage mistreatment of animals and they portray human ignorance over responsibility.

  • Nick

    Kayne should do a photoshoot like this for their campaign. From what I've heard he loves fish sticks; especially putting fish sticks in his mouth.

  • Matt Williams

    Overfishing is a very serious problem so anything that draws attention to it within reason is a good thing.

  • Justaform

    so. emilia fox's nipple was left in her shot, but they airbrushed the hell out of lili loveless?
    also, i agree with the question of "were those real or fake dead fish...and how'd they die" 

  • Cdrfarms

    Is the sea life featured alive or dead? If dead, how did they die? It seems a little counterproductive (not to mention hypocritical) to kill these animals (or take them out of the water and their living environment, thereby endangering their lives) just to take photos with them in order to promote not killing them. Maybe the animals are replicas? Hopefully. If so, cool campaign...

  • Autumn Macarthur

     My thoughts exactly.

    Sadly, they look very real and very dead.

    What a great idea- "Let's tell everyone how too many sea creatures are being killed - by killing a few more."

  • Tracy S

     Totally agree! If these were once living creatures, I'm appalled with this ad.

  • Lindsey McCormack

    Agreed. If these creatures were killed for this shoot it takes all the success out of it for me.

  • Sauga Permaculture

    It would've been even more interesting if they mentioned the names of the fish, crustaceans, and octopi, etc. that are the focus in the photos. Pretty cool, though.