New Zealand’s fish poster gets a trashy twist

AUCKLAND, Today: Takeaway shops in New Zealand are famous for the Fish Species poster. Now, The Trash Species of Aotearoa brings attention to ocean pollution with 21 new litter species.

Using data from the Litter Intelligence programme, Sustainable Coastlines and Augusto reimagined the iconic poster, featuring species like Quarter Flounder and Snapperloc Bag to highlight litter in our waters.

Sustainable Coastlines’ Communications Manager, Helen Adams-Blackburn says, “We’re surrounded by a diverse and beautiful coastline here in New Zealand. It’s a big part of our culture, and protecting our amazing marine species is important to a lot of us.

“This campaign helps to highlight the threat of a totally unwanted ‘species’ that are finding their way into our oceans through littering, open bins, and down stormwater drains.”

The campaign launches October 3rd, featuring across OOH, social, and print media, as well as fish and chip shops nationwide.

“I think most of us have heard about the litter problem, but seeing the data made us realise how preventable it is. By using a loved piece of Kiwiana, we hope to inspire change.” – Adam Thompson

Leon Kirkbeck, co-founder of Augusto says, “With a shared love of Aotearoa and protecting the environment, we’re proud of this work and hope it drives lasting behaviour change.

“As a B Corp certified agency, this project is really rewarding for our team.”

Adam Thompson, ECD at Augusto, adds, “I think most of us have heard about the litter problem, but seeing the data made us realise how preventable it is. By using a loved piece of Kiwiana, we hope to inspire change.”

The artwork will be displayed at Sustainable Coastlines’ Wynyard Quarter from October 7th, then auctioned to raise funds. Premium prints will also be available to support the charity.

People are encouraged to post their ‘#catchoftheday’ on social media, sharing litter they collect from local beaches.