Asian CarpCopi, The Fish Formally Known as Asian Carp; a Rebranding to Save the Great Lakes


By: Blythe Pabon

To protect the Great Lakes from Asian Carp, Illinois officials are turning to a strategy struggling artists have used for decades, a rebrand. [1] The Illinois Department of Natural Resources hired local Chicago Communication Studio, Span, with the crisis focused rebrand. [2] Asian Carp is an invasive species and poses substantial harm to Lake Michigan’s ecosystem, which provides drinking water for over half of the state of Illinois.[3] In its rebranding campaign, Span highlighted the truths about Asian carp, including how Asian Carp is the second healthiest fish in the world. In fact, the truth about Asian Carp’s copious and invasive nature inspired the new name, Copi.[4]

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