WWF site aims to stop over-fishing

Conservation organisation Worldwide Fund for Nature (WWF) is unveiling a 'living' web site this week as part of its global campaign against over-fishing.

Created by new-media agency Moonfish, which developed the site for Amnesty's 'Stop Torture' campaign, the web site will behave like an online Tamagotchi, encouraging visitors to return and respond to emails to keep the site and the virtual sea life 'alive'.

Users who fail to return to the site at Panda.org or react to messages from WWF will see their site reduced to a puddle of mud.

As part of a £30,000 project, Moonfish is creating a host of potentially viral elements, including banners, buttons and a Flash movie of the living site, which is being emailed to about 40,000 users on the Panda Passport database.

"The living web site is our tool to reward activists and encourage viral activity,

explained Sarah Bladen, online campaign officer at WWF. "It will be the user's window into the sea, where they can see it thriving or slowly disintegrating."

Stuart Johnson, account director at Moonfish, said: "The graphic illustrates the campaign online, which had to be fun and interactive as well as getting the WWF's message across."

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