Dispelling myths for Europêche

Europêche is the European trade body representing 80,000 fishermen and 45,000 vessels from nine member states around the EU in an industry worth €7 billion a year.

As a maritime PR agency, we were asked to dispel some of the myths about the fishing industry and its methods and communicate a more positive, consumer-accessible face.

Definition embarked on an integrated communications campaign to counter negative and out-dated messages being peddled by NGOs and environmental campaigners. Highlights included the launch of iFish, an interactive information portal for consumers, at the Global Seafood Expo in Brussels and a first-of-its-kind, pan-European survey exploring attitudes towards the fishing industry.


  • More than 200 pieces of international coverage
  • iFish received widespread praise from across Europe
  • The campaign won the Issues and Reputation Management category at the European Excellence Awards 2015
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