Bait to Plate: Preventing Illegal Fishing

Jonah Van Why

Category: Creative


The World Wildlife Fund, the world’s leading conservation organization, asked NJI Media to consider the best way to translate a print infographic concept to the web.

The report, called Bait to Plate, highlights the importance of stopping illegal fishing and in effect, the overfishing of the world’s oceans. An integral part of WWF’s overall mission is to reduce the most pressing threats to the diversity of life on Earth, coinciding with the aim of this project.


Working with WWF, we formulated a web experience that can be easily understood by audiences everywhere. We also made sure it was one that would surprise the audience, impress them and command their attention.

NJI got to work, communicating with WWF to identify key messaging to concisely communicate the touchstones of illegal fishing. We took a deep dive into research and brainstorming with our senior strategists and creative team. We also broke facts and language down into overarching concepts and scenes that would ultimately create the foundations of this experience.


Our design team painstakingly illustrated every design asset, creating multiple layers to give the ability to animate each stage of the fishing-to-consumer process.

These were prepared toward the goal of animation by the interactive team using a unique development solution: employing Scalable Vector Graphics (SVG).  SVGs are an XML-based vector image format, and as their name suggests, they can scale to any size and not lose a bit of their resolution, so the experience translates well to mobile and tablet views. In theory, something like this could also be optimized for wearable tech.

The result of all this planning, development and design is the interactive experience Bait to Plate: Preventing Illegally Caught Seafood From Entering Our Food Chain, which you can check out here.

The subtle animation, deep sea hues and simplified illustration make it easier for audiences to focus on this online experience amidst the noise of the web. The ability to restart each SVG animation by clicking back and forward in this adventure gives just enough control and interaction to the audience to establish an experience worth clicking through to the end. We recommend you visit the experience to find out more.


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