The #22Minutes Campaign
22 minutes. That is the time a fish can remain conscious, struggling for breath, before dying from asphyxia.
This fact demonstrates something undeniable: fish are sentient beings. They feel pain, stress, and fear. Yet in aquaculture and fishing, they are still treated as if they were objects.
With the #22Minutes campaign, we aim to make their suffering visible and spark a shift in how society views fish. If they can endure 22 minutes of agony, how can we continue to deny their capacity to feel?
In 22 minutes you might read a book chapter, cook a meal, or talk with a friend. For a fish, those same 22 minutes can be an eternity of suffering.
Recognizing fish sentience is the first step toward demanding better conditions in farming, transport, and slaughter.