Advertising agency Y&R Shanghai has placed a number of shark fins, seen protruding out of coffins, across the city as part of a public awareness campaign designed to draw attention to the overfishing crisis in China.
More than 73 million sharks are killed each year to keep up with demand for the delicacy of shark fin soup. To feed this appetite shark fins (accounting for just 2% of the animal’s total body weight) are sliced off before the bodies are thrown back into the sea.
The campaign was launched in collaboration with the International Fund for Animal Welfare, a prominent animal rights organisation.
China is the biggest shark fin consuming country in the world, but destroying too many large predators can be detrimental to the world’s ocean ecosystem, not to mention morally wrong, so locals are asking for pledgers to support them by refraining from tucking into a dish of shark fin.
This campaign is thought-provoking and powerful, and we believe it will go a long way to putting a halt to such madness.
Words by – RS