Fish Fight a Huge Success!



KEO digital has had unprecedented levels of support for its integrated online campaign for the issues addressed in the TV series Hugh’s Fish Fight, part of Channel 4’s Big Fish Fight season. High levels of traffic have been registered since the series – made by KEO films – aired on Channel 4 on 11 January over three consecutive nights, both on the campaign hub at and on the corresponding social media channels.

The surge of online activity has kick-started the launch of KEO’s on-going campaign and contributes directly to the primary goals of alerting people to their fish-eating habits and raising support for changes to the EU’s fishing policies which affect fish stock.

It is in the area of raising support from the public that KEO digital has harnessed the potential of online to engage and encourage action. Fish Fight’s successes to date are driven from, which includes exclusive video footage and compelling editorial content supporting the issues raised by the Big Fish Fight campaign. received a remarkable 1 million page impressions clocked between 8-11pm Thursday evening (14 Jan).

On the site, where users can sign-up to the campaign to write directly to policy makers in the EU,half a million people have already signed-up to show their support. There is also a section on the site where users can also lobby their MPs to support the Fish Fight Early Day Motion that Zac Goldsmith MP has made in an official move to seek parliamentary debate on the topic in the near future.

Nick Underhill, MD of KEO digital, said: “KEO’s skill in high-lighting important issues that the public engage with, has occurred again with Fish Fight. Creating compelling multiple platform online campaigns that create positive, mass scale behavioural change is not easy, but it is something that our highly-skilled digital team has a passion for – which is evident in the levels of engagement we can see with Fish Fight.”

Adam Gee, Multiplatform Commissioner at Channel 4 added: “We’re bowled over by how many people have got behind the Fish Fight campaign – and how quickly. It’s beyond our greatest expectations and a real testimony to the power of digital campaigning.”

Encouraging people to spread the word to families and friends is a key element of KEO digital’s use of social media channels – including Facebook groups for Hugh’s Fish Fight and the Big Fish Fightseason created to stimulate debate and gather support, dedicated Twitter feeds and YouTube channels. Re-tweeting activity during the week of TX included support from celebrity names such as Stephen Fry, Gordon Ramsay, Jamie Oliver, Dermot O’Leary and Coldplay.

Fish Fight builds on KEO digital’s expertise in running campaigns that empower and motivate the public through a combination of revealing and thought-provoking television content and digital media strategy and execution. KEO digital had prior success with their Chicken Out campaign, which won the IMA 2009 Outstanding Achievement Award and has to date over 171,000 supporters – a number which Fish Fight has already far surpassed. KEO digital has also developed the award-winningLandshare, the land and growing campaign, which already has over 50,000 members.

About the campaign:

Hugh’s Fish Fight is supported by a wide coalition of environmental Non-Governmental Organisations (NGOs) – Client Earth, the Marine Conversation Society, the WWF, The Angling Trust, Ocean2012 and Greenpeace – fishermen and policy makers. Key to the campaign is the call for people to diversify their fish-eating habits and to help raise support for changes to the Common Fisheries Policy (CFP) to protect fish stocks and tackle unnecessary discarding of certain specifies of caught fish.

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