We had to convince the members of the European Parliament to vote for much stricter fishing quotas. To get the politician’s attention on this important matter we had to activate the masses. Most people support the actions of the WWF but hardly believe that political participation or a single vote could make a difference. Especially in seemingly far away European politics.

The campaign started with an animated movie with a strong and emotional picture; the swarm. In an animated movie a swarm of millions of cursors, head to the European parliament to wake up the politicians. This movie could be shared and led to a website where people got all the tools they needed to share, sign a petition and to write e-mails directly to the politicians. So it wasn’t just a "sign here“ but also a "talk to“. Another wave started just right before the final ballot in the European Parliament. People could draw fish with an app implemented on the website and send them to the politicians.

In the end 24.000 people signed the petition and about 19.000 personal e-mails had been sent to politicians, as well as more than 18.000 paintings of fishes.

Most importantly, on February, 2nd, the European Parliament made a historical decision with 502 to 137 votes for stricter fishing quotas.

While deciding on the regulations, most of the politicians didn’t gave their vote by raising their hands, but by showing the pictures of fish people had sent them.

People hardly take part in online petitions because they think participating doesn’t make a difference. We needed them to really believe in the power of the swarm again. Additionally, unlike most petitions, it wasn’t just a 'sign here' but also a 'talk to'. Via e-mail, we gave the people the opportunity to talk directly to their elected representatives in the European Parliament. And to send them self-drawn pictures of fishes.

The campaign website, schwarm.wwf.de, had over 90,000 visits (47,453 unique), in addition to over 35,000 interactions on Facebook. Over 20,000 people watched the campaign video, 24,000 signed the petition and approximately 19,000 personal e-mails were sent to politicians, as well as more than 18,000 paintings of fish.

Most importantly, on February, 2nd, the European Parliament made a historical decision with 502 to 137 votes for stricter fishing quotas.

While deciding on the regulations, most of the politicians didn’t gave their vote by raising their hands, but by showing the pictures of fish people had sent them.