Save the Crabs, Then Eat ‘Em

Marketing for Change, whose motto is “Our business is behavior change,” is using a unique twist to advertise a local environmental initiative.
Instead of leaning on the tired old “save wildlife” mantra, their campaign for a cleaner Chesapeake Bay relies on a more selfish approach—human appetite for blue crabs.
Here’s a TV spot from the campaign.
[via Houtlust]

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. This ad would be better if a competent writer had smoothed out the copy/punctuation a bit first.
    It seems that’s not a requirement these days, though.