Grunig and Hunt

Forever Fish Campaign represents Public information through its uses of branding and the website. However no methods of the two way models are portrayed due to their lack of social media. Therefore the campaign is not a multi point campaign and is not reaching its full potential as a campaign.

The uses of social media would encourage consumers to participate in the campaigns aims including the re-uses of carrier bags and volunteer work.

intergration/impacts

- Is the campaign integrated well with the product?

·         The forever fish Logo is printed on the carrier bags integrating the Forever Fish campaign into the carrier bag.

·         Information on the campaign is then printed onto the carrier to create awareness of the campaign and what it stands for.

·         School of fish website to educate children

- What impact is the campaign having?

·         Positively affecting charities including WWF and MCS through donations (40%) created by the selling of the Forever Fish carrier bags.

·         Funding of education projects to protect marine life at primary schools teaching the children about sustainable fishing.

·         Clearances of beaches to improve the welfare of marine life, to help keep UK beaches clean and tidy. Promoting a healthier and cleaner environment beneficial to both marine life and the environment.

·          Invest over £1 million in WWF projects that help better manage UK fish stocks, such as cod, and protect important species like dolphins and turtles

·         Increased customer re-using plastic bags, though this is currently at 80% Forever Fish aim to increase this to 90% by 2012

In-Store

I went to the big Marks and Spencer's on Oxford Street on Monday to have a look into what they are doing.

The bags themselves are recognisable, they were all Forever Fish bags, each of the main tills also had a sign on explaining about the campaign which I got a photo of. At self-service, there was no information and people could get away with not paying for a bag.

Most of the fish products had the Forever Fish logo on but when I asked a member of staff for more information he was unable to tell me. I also asked at customer service and the first person I spoke to had no idea what the campaign was. When I spoke to someone else he just told me to visit the website.

They also only charge for bags in the food section and not the clothes section. Possibly indicates Greenwash? If they were serious about the campaign as an organisation surely they would implement it across their entire brand? I get the impression that they're just doing it the food section because every supermarket is, but clothes shops aren't.

Fish News EU

I think because it hasn't been around that long and they're really not great at getting information out to consumers, there's not a lot around.

Found this article Emily but its basically just background knowledge

http://www.fishnewseu.com/latest-news/uk/5940-forever-fish-campaign-launched-by-marks-a-spencer.html

This one is pretty similar. Again just trade press which shows lack of integration

http://www.worldfishing.net/news101/forever-fish-launched-by-marks-and-spencer

News Articles

On Lexis they have a lot of articles available about how successful the campaign has been. Most reports are saying that since they have introduced the plastic bag campaign, use of plastic bags is down between 80% and 83%.

There are a few negative articles on there which argue the "eco-friendly" bag isn't actually that eco-friendly. I have downloaded them so I can upload them.

Also, I found this interesting: "Marks and Spencer which implemented a 5p per bag charge in 2008, said it issued 94 million single-use bags last year, compared with 464 million in 2006/07." (Daily Mail, 2011). Only Marks and Spencer and the Co-Op were willing to share their figures for this article.

I found a few articles which were comparing different supermarkets too, Marks and Spencer was always the best.

I think it is clear the campaign is successful from a "reducing the use of plastic bags" perspective.

I am still trying to find some news articles about the fish campaign but this is proving difficult which could be an issue for Marks and Spencer. The only one I could find which talks about both the plastic bags and the fish together was on the Daily Mail from June.

It doesn't look like they are integrating the campaign well.

Let me know if you want any of the articles for your sections.

Fish campaign

When Emily and I went into M&S to see if they had any information lying around store, they didn't have any publications about their work or anything but I was quite surprised at how much information they knew about Plan A. They would have had to be taught about it separately as they wouldn't have picked up any information in store. I thought this was quite good communication between M&S and their employees. However, they could have done more to make it readily available to customers as when we asked where we could find more information, they told us to go online. - A problem if you don't have access to a computer but want to find out more.

Fish Campaign

I found a similar campaign that Selfridges are running which launched a month or so before the Marks campaign. 

http://www.selfridges.com/en/StaticPage/ProjectOcean/#/

It's a really good campaign and very interactive. Could be good to compare the two in the recommendations section of the presentation and could have also been a driving force for Marks to do the campaign. Sainsburys also ran a similar campaign around the same time.