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'Eat More Fish' strikes gold
29/10/2009
A Scottish Government campaign to encourage more Scots to eat fish has struck gold at the Chartered Insitute of Public Relations (CIPR) Awards.
The awards showcase some of the best communications activities in the private and public sectors in the last year. At an awards ceremony in Glasgow, the 'Eat More Fish' campaign took the Gold prize in the Corporate and Business Communications category, and also won Silver in the Public Sector category.
The campaign was launched by Fisheries Secretary Richard Lochhead at the 'Fishing 2009' Expo in Glasgow to increase awareness of the health and environmental benefits of eating at least the recommended two portions of fish a week.
Mr Lochhead said:
"This campaign has highlighted the huge potential for increasing demand both at home and abroad for our delicious, healthy seafood.
"Although Scotland is one of Europe's primary fishing nations, we consume much less fish than the likes of Spain and Norway. If more people are made aware of the benefits of eating fish then they can help our fishing industry at the same as improving their health."
Debbie Byers, Chair of CIPR Scotland said:
"A CIPR PRide Award is a hallmark of professionalism and success - it identifies, recognises and rewards the outstanding achievements of those working in the PR industry outside of London. To win a CIPR PRide Award is a tremendous achievement and I congratulate all of this year's winners."
The CIPR PRide Awards is the only awards scheme which showcases the best PR work being carried out across the UK regions and nations and sets industry standards.
The 'Eat More Fish' campaign involved:
- Promotional work by Seafish, which worked with major retailers, fishmongers and independent retailers to raise consumer awareness of the health benefits of eating fish
- A Scotland-wide competition run by Seafood Scotland to find the country's best young seafood chef
- A new web portal to give consumers a single source of advice on buying and eating Scottish fish, including recipe ideas
- Seafood promotions at public events, including the Taste Festival in Edinburgh