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]