Fishlove is a global photographic campaign that seeks to end unsustainable fishing. The campaign was established in 2009 by actress Greta Scacchi and Brighton restaurant-owner Nicholas Röhl, initially to launch the documentary adaption of The End of the Line. The annual photographs feature celebrities modelling nude, posing with dead endangered sealife as censor bars, to highlight issues around the sourcing and consumption of sealife. The campaign raises awareness of illegal fishing and pollution, and the preservation of marine life through reforms addressing deep-sea bottom trawling or fishing. It also aims to reduce the pressure on popular fish such as cod, and instead encouraging consumption of sprats, herring, mackerel and gurnard. The campaign's first photograph featured Scacchi covering her chest with an Icelandic cod, and the concept was inspired by an image of a naked woman holding a fish by advertising agency Leo Burnett. Co-founder Röhl's Brighton sushi restaurant, Moshimo, serves only sustainable fish, and was a contributing factor for the city of Brighton being shortlisted for Sustainable Fish City status. The restaurant funds the studio and make-up costs of the campaign through their paid membership scheme. Röhl attributed the campaign's success to the depiction of fish as creatures needing love and protection, rather than as foodstuffs, and as a "...wake-up call to the world..." to end over-fishing and the reduction of fish stocks. Campaign impact The Fishlove campaign has been considered a success as Rankin's photographs resulted in coverage of fish conservation across international news outlets. Bonham Carter's photograph has been credited as contributing towards government policy, with chancellor George Osborne's agreement to create a marine-life reserve around the Pitcairn Islands. It also influenced the reform of the Common Fisheries Policy. Controversy and criticisms In 2015, a seafood supermarket in Kyiv, Ukraine, misused some of the FishLove images in an advertising campaign. The campaign has been compared as a 'piscine version' of PeTA's "I'd Rather Go Naked Than Wear Fur" campaign, and has been criticised as an attention-seeking use of nudity in a lazy and ubiquitous fashion and its effectiveness has been questioned. Featured models Models have included journalists Mariella Frostrup and Eleanor Mills, actors Sean Mathias, Arthur Darvill, Lily Loveless, Felicity Dean, Nickolas Grace, Cordelia Bugeja, Wolf Kahler, Greta Bellamacina, Thekla Reuten, Allan Corduner, Eileen Atkins, Christopher Biggins, Mélanie Laurent, Freddie Fox, Jean-Marc Barr, Richard E. Grant, Emilia Fox, Ben Kingsley, Ben Lawson, Haydn Gwynne, Tom Bateman,Chipo Chung, Joseph