The Marine Stewardship Council (MSC), in partnership with Sea Harvest, is continuing to roll out its Mission Blue campaign through school activations aimed at making ocean conservation, responsible fishing and sustainable seafood choices more accessible to younger South Africans.
The campaign is designed to engage learners in a practical and relatable way around ocean health, responsible sourcing and the importance of protecting marine ecosystems for future generations. By taking these conversations directly into schools, MSC and Sea Harvest hope to encourage greater awareness of how everyday choices can contribute to broader sustainability efforts.
Through these sessions, learners are introduced to the role of MSC certification and how the MSC blue label helps consumers identify seafood products that come from fisheries meeting globally recognised standards for sustainable fishing. The activations also create space for learners to ask questions, think critically and engage with real-world environmental issues in a meaningful way.
A key part of the campaign highlights Sea Harvest’s MSC-certified fish fingers, offering a practical, everyday example of how familiar household products can connect to larger conversations around responsible sourcing, traceability and ocean conservation. The use of the brand’s Fish Finger hero characters also helps bring the campaign to life in a way that is engaging and relatable for both school and family audiences.
The campaign also explores how everyday choices, including the seafood people buy and consume, can contribute to the long-term protection of fish stocks and marine ecosystems. By using accessible, real-life examples, Mission Blue aims to help younger audiences better understand the link between responsible fishing, ethical sourcing and ocean sustainability.
“Through the Sea Harvest and MSC Mission Blue campaign, our aim is to make ocean conservation and sustainable seafood choices more accessible and understandable, especially for younger generations. Sea Harvest’s MSC-certified fish fingers offer a practical example of how everyday seafood choices can support responsible sourcing. By engaging learners directly, and by using the Fish Finger hero characters to connect with school and family audiences, we hope to encourage a greater awareness of the role young people can play in protecting our oceans for future generations,” says Shaza Pitso, Junior Brand Manager at Sea Harvest.
Through Mission Blue, MSC and Sea Harvest continue to support education-led conversations around ocean awareness and sustainable seafood choices, helping to make sustainability more relatable, practical and meaningful for younger audiences across South Africa.