This article examines the campaign "Operation Dolphin Bycatch" by the nonprofit organization Sea Shepherd France (SSF), through multimodal discourse analysis and interviews with SSF members. SSF criticizes non-selective fishing methods in the Bay of Biscay, using the dolphin as the campaign's flagship species. The organization is more radical in its ecological philosophy of biocentrism than its approaches. It ascribes anthropocentric profit values that neglect the dolphins' well-being to most local fishermen and the French State.