How brilliant is it? How do you get people to save the environment and not fertilize their lawns in the spring? Easy. You tell them to save the crabs of the Chesapeke Bay so they can eat them. No mention of the environemnt, yet the environment is saved.
By shifting the focus of the message to a culinary problem, the target audience participated in the wanted behavior. They thought they were ensuring that their precious crab is saved yet they also ended up saving the environment.