To kick off this campaign against overfishing, which ran in Turkey, Greenpeace published a video showing a celebrity couple in bed discussing “how big is yours?”. Only at the end of the film is it revealed that they were actually comparing the size of fish. So deeply amusing was it that the video went viral. The thrust of the campaign was for people to get their rulers out and measure the size of fish in restaurants and markets. There was an accompanying smartphone app entitled “Make my Fish”, which informs people about the proper size a fish should reach before being caught. The campaign also ran using the app Foursquare – activists checked in in over a thousand fish restaurants. These messages gave the campaign a digital flavour, but more retro means of communication also played a role. With the click of a mouse, people could send a pre-prepared fax to the responsible ministry. Around 13,000 faxes were sent and the campaign reached around 720,000 people.