[HALIFAX, NS] – The Aquaculture Association of Nova Scotia (AANS), in collaboration with new creative firm Napkin Works, have launched their provincial public confidence campaign through the web site: Sea Farmers.ca.
The campaign was built on a strong foundation of biographies and portraits of Nova Scotia’s Sea Farmers. Napkin Works has pushed the campaign into unusual territory with the use of QR codes, HTML5 and out-of-the-box design. The team also developed a paper hyperlink tracking strategy to record how viewers get to the website.
Also featured are videos of sea farming operations and plain language answers to frequently asked questions about aquaculture. The website offers information about the economic, health and employment benefits of the industry.
“As the AANS began to develop the idea of a public awareness campaign to promote aquaculture in Nova Scotia, we knew at the very beginning we wanted something different from the standard polished industry campaign,” says Bruce Hancock, executive director of AANS. “Our members are small to medium-sized companies and many of them are family run businesses. They’re passionate about their work and very proud of the products they grow. We wanted a campaign to reflect this.”
