Fishlove is a global photographic campaign that seeks to end . 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. 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.