We have just launched the cutest, most fun campaign that we’ve ever done! Well, since I’ve been here anyway… There are no sad photos, no gruesome descriptions, just pure unadulterated fun for the whole family. Seriously, kids will love it! And as I’m a big kid at heart, I have to tell you, I was in my element. This is… Save the Sea Kittens.

The thing is, “fishing” is wrong yet it’s considered a sport by some people. A tradition. A hobby of sorts. Well, we’re about to turn all of that on its head and get the world thinking about “fish” in a different way. What if they were “kittens”? Land kittens that is… Just because you can’t hear “fish” scream, it doesn’t mean they don’t deserve our respect. So, we’re campaigning to get their name changed to sea kittens to make people think twice. After all, who could hurt a sea kitten?

There are tons of cute and exciting things to do: create your own sea kitten (like my little Roxy above), read sea kitten bedtime stories, pimp your MySpace or website with sea kitten goodies, and even take action to try and stop sea kitten hunting. We want you to create your own Sea Kitten, and send me an email with your embed code that you will be given. In a week’s time, I will pick the best three and post them here – your sea kitten could be famous! Which reminds me, should we be changing the name of the blog then…?

You know those ridiculous photos you see of grinning fishermen clasping dead or dying fish in one hand and their rod in the other - boasting about ‘how big’ their catch is? Well, we reckon they’re trying to compensate for their, erm, undersized genitalia. Those Genii at the Diminutive Male Genitalia Disorder Research Organisation also point out that DMGD is an affliction among men with small or misshapen genitals, in which pleasure is derived by victimizing unprotected creatures who have no real means of defence or escape. Hmm, read back that last bit: pleasure is derived by victimizing unprotected creatures who have no real means of defence or escape. Fishermen take note.

To help this message hit home, PETA US had these special billboard ads made up. Subtle? Of course not! Enjoy and forward to any fishing wa**ers enthusiasts you know. I’m loving the first one, so very, very British.

When will people learn? I’m referring to yesterday’s Independent article reporting that tuna are in dire need of conservation, or we may see the last of this majestic creature.

The article is focussing on sustainability, on preserving stocks so the human race can satisfy its greed for years to come, however – I do need to point out that the only real solution, for environmentalists and anyone who cares about animals – which would save us money and improve our health – is to go veg! It’s a bit of a no-brainer really..

There is also an associated problem with the possibility of no tuna in our oceans, and I can’t help but think that nature is having a payback moment in this: it seems that there is now an increase in activity around the Mediterranean resorts from “mauve stingers” – cute looking jellyfish but quite dangerous – and what are the mauve stingers’ natural predators? Yep – tuna!

Your friendly ‘would rather have less stings and more fish in the oceans’ Matt