These were the elements that came together to create a singular pointed message sponsored by the non-profit Northeast Seafood Coalition and addressed to President Barack Obama while he was vacationing on the island of Martha's Vineyard off Cape Cod. The full-page ad, written in the form of a letter by Russell Sherman, Captain of the fishing vessel 'Lady Jane', explained in simple terms the plight of local fishermen being driven out of business by draconian federal rules, and asked for the President's help in facilitating negotiations for a compromise that might satisfy the interests of fishermen, environmentalists and the Dept. of Commerce alike. 

The ad was concepted, written and designed within five calendar days, including protracted revision sessions with directors of the Seafood Coalition intent on conveying a data-rich message to support their goal. The ad's publication coincided with a protest by a a flotilla of fishing boats that was heavily covered by print and broadcast news media, helping to leverage the ad's effectiveness. 

The result of this advertising effort was a series of renewed initiatives by the Governor of Massachusetts, U.S. Senator John Kerry and U.S. Representative John Tierney to achieve a negotiated compromise with the Dept. of Commerce and the N.O.A.A.— efforts which have now resulted in a promise of "immediate special attention and assistance" from the U.S. Dept. of Commerce (full story link: Commerce Dept. Announces Help for Fishermen ).