The facts about the imminent collapse of the global marine ecosystem are not so sexy. The Fishlove campaign, on the other hand…! Get Lizzy Jagger in the nude riding a yellow-fin tuna, and voila! Fishlove have got your attention. RICHARD BRANSON STRIPPED DOWN TO ‘HIGHLIGHT THESE IMPORTANT ISSUES AND CHANGE ATTITUDES FOR THE BETTER’. The UK-based, non-profit company was founded in 2009 by Nicholas Röhl (co-owner of Brighton sushi restaurant, MOSHIMO) and actress Greta Scacchi. The vision was to change Europe’s Common Fisheries Policy (CFP). Renowned photographers like Ian Rankin, Alan Gelati and Denis Rouvre have each contributed their own distinct take (or taste?) of fishy photo’s featuring some famous and other not-so-famous personalities. ’Over 90 percent of the world's fisheries are fully exploited or over-fished’ (United Nations Food and Agriculture Organization, 2014), which is why Richard Branson stripped down to ‘highlight these important issues and change attitudes for the better.’ And he’s proud to be part of Fishlove. Some aren't so loving though... There are some harsh critics out there who question the validity of a campaign that uses dead fish in a global call to preserve our marine life (which, by the way, were eaten afterwards). But, whether or not the images have succeeded in bringing about reform in fishing practices or not, they made you look, and hopefully made you think (even if it is just about the number of showers it took Lily Loveless to remove the squid ink from her breasts). So long and thanks for all the fish!