AMCS
What’s under the batter matters

Innocean and the AMCS launched a media activation to highlight a recent study that found Aussies were unknowingly
eating endangered shark in their takeaway ‘fish and chips’. Together with an army of marine biologists and acclaimed chef,
Ben Shewry, the activation on Bondi Beach put endangered shark on the menu to lure Aussies into helping with shark and
stingray conservation – all under the banner of ‘What’s under the batter matters’.

Instead of serving endangered shark, an environmentally sustainable seafood option from the Australian Marine Conservation’s
GoodFish Guide was served. AMCS branded DNA kits were also handed out to any sceptics, who could send a sample of flake
from their local chippie to be tested as part of the wider study by Macquarie University. The media activation attracted national
news coverage on Channel 9 and Sky News. The campaign is also supported by a soon-to-be released AMCS documentary
by AMCS Shark Scientist, Dr Leonardo Guida.