Sel f r i dges - Case St udy One Pr oj ect Ocean Campai gn Pr oj ect Ocean was l aunched i n May 2011 t o i nspi r e t he publ i c t o cel ebr at e t he beaut y of t he oceans, t o under st and t he t hr eat s r ust l i ng f r om ov er - f i shi ng and t o hel p us al l make pos i t i ve choi ces about t he r i ght f i sh t o buy and eat . Taki ng advant age of Sel f r i dges i coni c l andmar k, t he Lat er al Concept s M&E t eam wer e commi s si oned t o f ul l y t r ansf or m t he ext er i or f acade i n a bi d t o maxi mi se publ i c awar eness i n sus t ai nabl e pr act i ses. By t he end of t he campai gn, mor e t han 4 mi l l i on peopl e had i n sus t ai nabl e pr act i ses. By t he end of t he campai gn, mor e t han 4 mi l l i on peopl e had st opped t o l ook at t he Pr oj e

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