AN INTERNATIONAL campaign calling for urgent action on overfishing reached a climax on World Oceans Day yesterday.

Now in its sixth year, Fishlove has enlisted the support of A-list celebrities such as Dame Judi Dench, Gillian Anderson and Helena Bonham-Carter, leading photographers like Rankin, and has made a splash on front pages around the world.

And while many will be familiar with the instantly iconic images, fewer will realise the concept was hatched by the owners of Brighton sushi restaurant Moshimo.

Co-owners Nicholas Rohl and Karl Jones were already pioneers in their sustainable approach to fish after being the first to stop serving blue fin tuna in 2000.

The ensuing concept, of a naked person holding a fish like a baby to their breast, was crystallised with journalist Charles Clover, whose book End Of Line deals with overfishing. The images were originally launched in 2009 to promote the film version of End Of Line, but it was only when Hurstpierpoint actress Greta Scacchi got involved and invited her celebrity friends to take part that the campaign really took off.

Mr Rohl said: “The rest is history. She now considers it the best photograph taken of her. That moment when she took her clothes off and grasped the cod to her breast... the photo ended up going worldwide.”

This time round, Helena Bonham-Carter gave the campaign its ‘wow’ moment, appearing on national front pages, and it is now credited with influencing government policy after Chancellor George Osborne announced plans to create the largest continuous Marine Protected Area around Pitcairn in the Pacific. The campaign is also acknowledged for its influence in securing reform of the European Commission’s controversial Common Fisheries Policy.

Mr Rohl said: “There’s nothing like Fishlove in terms of generating worldwide interest in the issues of overfishing. We were amazed by its impact. There’s been a real shift in its momentum now it’s in its sixth year.”

While the models and photographers give their time free, studio and make-up still have to be paid for, meaning each image costs about £1,000 to produce. This cost is met by the restaurant’s popular paid membership scheme, which gives customers 50% off on Mondays and Tuesdays.

Mr Rohl added: “A big campaign like this doesn’t help a little restaurant like us, but I think our customers appreciate it and should be proud of their own contribution.”