New York, NY – June 23, 2026 — Today, Wildlife Conservation Society (WCS) returns with Year 2 of its Petition Paper campaign, expanding its reach across select New York City restaurants to drive awareness and action around the protection of Hudson Canyon—a vital underwater ecosystem located just 100 miles offshore from here. The campaign aims to generate support for designating Hudson Canyon a National Marine Sanctuary.

The campaign invites New Yorkers to engage with Hudson Canyon in the places they already connect with seafood—at the table—supported by a robust, integrated media rollout across out-of-home, radio, digital, and social channels that launched on World Ocean’s Day (June 8), bringing the story to audiences across the region.

Beginning June 23 and continuing throughout July, participating restaurant partners will bring the campaign to life on their menus, featuring Hudson Canyon “Catch of the Day” dishes and seasonal seafood offerings sourced from the region—including black sea bass, scallops, squid, tilefish, and more. Guests will receive a custom-designed card alongside their meal, sharing the story of Hudson Canyon and inviting them to take action via a QR code linked directly to the petition.

Participating restaurant & hospitality partners include:
Greenpoint Fish & Lobster - 114 Nassau Avenue, Brooklyn 
The Yacht Club - 601 West 26th Street
Grand Banks - Hudson River Park’s Pier 25, Tribeca
Crave Fish Bar - UES (1462 Second Ave), UWS (428 Amsterdam), Midtown (945 Second Ave) and Crave Sushi (947 Second Avenue)
Point Seven - 200 Park Ave
Lobster Place - 75 9th Ave
Six Coasts - 146 Carder Rd, Governor’s Island
Enzo’s - 2339 Arthur Avenue, Bronx 

Additionally, WCS has teamed up with Billion Oyster Project on its summer Oyster Socials, highlighting the vital connection between the Hudson Estuary—a  critical nursery habitat for many ocean fish species—and the Hudson Canyon. The events will feature oysters from New York-area oyster farmers alongside seafood sourced from the Hudson Canyon, celebrating the region's interconnected marine ecosystem.

The campaign will also be featured at 8it’s Family Meal this month, a monthly gathering of New York’s leading chefs, restaurateurs and hospitality professionals, allowing WCS conservation experts to engage directly with some of the industry's most influential voices on the importance of sustainable sourcing and the protection of Hudson Canyon.

Across every activation, the message remains the same: Save the Fish for Dinner.

“We want to meet people where they are—and for seafood lovers, that’s at the table” said John F. Calvelli, Executive Vice President of Public Affairs at WCS. “Hudson Canyon supports many of the fish we eat, and the jobs that rely on them. This campaign helps make the connection between our dinner plates and ocean protection clear—and actionable.”

Watch the campaign video featuring Greenpoint Fish’s owner Vinny Milburn, offering a behind-the-scenes look at how fishmongers, chefs, and consumers alike can play a role in protecting the waters that sustain them.  Another video, featuring Kerry Heffernan of Crew Hospitality Group’s Grand Banks, offers the chef’s point of view on why we should protect Hudson Canyon and “save the fish for dinner.”

“The future of seafood starts with protecting the ocean it comes from,” said Milburn. “This campaign is about recognizing that we’re all stakeholders in ocean health - whether we fish, sell, or simply enjoy a good meal.”

"As a recreational fisherman, I have been lucky enough to fish the Hudson Canyon many times over the last three decades. The bounty and diversity of marine life I have witnessed is nothing short of astounding. As part of the team at CREW, we have had the privilege of being mindful stewards of this resource, collaborating with WCS and observing the regulations that have preserved this natural wonder so close to our restaurants in NYC. We are proud to feature responsibly harvested tuna and tilefish on our menus and hope that our efforts help preserve this fishery for generations to come," Chef Kerry Heffernan, CREW Culinary Director.

From Canyon to the Coast

WCS and its New York Aquarium have worked for decades to study and raise awareness about the New York Bight, from Cape May, NJ to Montauk, NY. The New York Aquarium’s Ocean Wonders: Sharks! exhibit educates visitors about local marine life, the threats they face, and how individuals can take action.

Hudson Canyon is the largest submarine canyon along the Atlantic Coast, home to a remarkable array of wildlife including whales, sea turtles, sharks, and cold-water coral. The area is also a hub for recreational fishing, eco-tourism, and sustainable seafood, supplying countless markets and restaurants across the Tri-State area.

About the Petition Paper Campaign

The campaign seeks to drive thousands of signatures to petition NOAA (the National Oceanic and Atmospheric Administration) for a National Marine Sanctuary designation for Hudson Canyon, (Link to petition HERE), demonstrating broad public support to protect wildlife, sustain local fisheries, and ensure an abundant, responsibly sourced seafood future for communities across New York and New Jersey.

The campaign builds upon WCS's longstanding efforts to protect and raise awareness of Hudson Canyon. WCS nominated the area for consideration as a National Marine Sanctuary and continues to lead a broad coalition of scientists, conservation organizations, fishing interests, businesses and community stakeholders advocating for its designation.

At the same time, WCS supports a Sanctuary designation that safeguards the region's extraordinary marine biodiversity while ensuring a future for sustainable fisheries under existing regulatory authorities.

Created by award-winning agency McKinney and powered by Horizon Media and Genuine Overkill, the Petition Paper campaign takes inspiration from the longstanding tradition of butcher paper in fish markets.

Designed in partnership with Cylndr Studios, the limited-edition prints merge the Japanese art of gyotaku with nostalgic fish market graphics, transforming a familiar format into a compelling call to action. This year, the campaign earned a Bronze Effie and Silver Clio Award, recognizing McKinney and WCS for their creative approach to conservation storytelling and demonstrating excellence and innovation in marketing and advertising.

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