This project explored the lack of welfare protections in New Zealand’s salmon farming industry. Although fish are legally considered sentient, farmed salmon still face overcrowding, stress, poor water quality, and untreated disease. At the same time, many farms market themselves as sustainable, creating a misleading perception among the public.

The goal of this project was to raise awareness and help people understand the hidden welfare issues beneath the surface. I used illustration and visual storytelling instead of graphic photography so the topic remained accessible while still making an emotional impact.

I completed the entire project on my own. I carried out the research, developed the visual style, created the salmon illustrations, designed the posters, and produced the final campaign assets. The final work presents the contrast between public perception and the reality of salmon farming in a clear and engaging way.