Say No to Shark Fin Soup - Campaign Launches in China!

The last six months have been hectic, with both Paul and me working on several global shark campaigns with some incredibly talented and passionate folks (and thus, the long pause in postings!). This month, the first campaign “Say No to Shark Fin Soup” launches in China. And we couldn’t be more excited about its potential.

(English version of the online site... Brilliant design and illustrations by Paul Wildman. And fantastic pictures from Eric Cheng. Be sure to check out the compelling video from Shawn Heinrichs as well.)

“Say No to Shark Fin Soup” is a grassroots campaign, geared specifically at primary consumers of Shark Fin Soup, in the hopes of igniting a positive awareness movement regarding shark fin soup and empowering consumers to make a difference by choosing not to consume it. Working closely with WildAid, Shark Savers is launching the campaign on and offline in conjunction with a new Yao Ming PSA (which Shark Savers played a large role in funding).

(PSA in English - check out the site for the Mandarin version. This PSA is playing on several channels in China.)

This is a full-fledged advocacy campaign that allows consumers of shark fin in China to take direct, meaningful action and curb demand and gives them all the tools they need to do so!

In addition to the PSA, we are placing 1000 outdoor billboards in Shanghai and Beijing to further our reach. Last month, our fundraising drive was OUTRAGEOUSLY successful, with us almost doubling our goal in a matter of weeks. We are so thrilled with the outpouring of support and all of the concerned people around the world willing to put their money where their mouth is, so to speak, for sharks! We are still raising funds, as we hope to extend the campaign to other cities, like Hong Kong and the U.S., so if you haven’t done so, please consider buying a billboard. For only $100 dollars, you can buy a billboard for a whole year.. And it works! Last year, WildAid had 200 billboards in Beijing for 3 months and 19% of Beijingers responding remembered having seen the boards and 82% of those people said they would stop or reduce their consumption of shark fin soup.

(This year's billboard - going up on bus stops all over China!)

As an important part of the campaign, we developed an online component complete with four grass roots campaigns that include downloadable materials and an additional video that should greatly magnify the impact of the campaign. Everything has been designed and written for the primary consumers of shark fin soup.

The PSA and billboards featuring Yao Ming are designed to bring awareness and then, the website is provided to allow them to learn more. As people come to the web site for more information, they will discover three persuasive reasons not to eat the soup, which were developed based on considerable research into the target audience:

1) Shark can contain high concentrations of toxic mercury

2) Shark fin soup is the primary cause of the rapid and severe eradication of sharks

3) Sharks play a critical role in the ocean environment and their elimination can be highly destructive to the oceans and our future marine food supply

As far as we know, this is the first campaign of its kind for sharks in China. And, taken together with the PSA and billboards, the campaign is probably the most integrated and far-reaching conservation campaign ever conducted in China.

(Chinese version of the printable handout for restaurants - requesting them to stop serving shark fin soup.)

The advocacy campaign allows consumers of shark fin in China take a pledge to "Say 'no' to shark fin soup" following in Yao's (big) footsteps. Then, we empower them to take even more action - ranging from helping brides to make important decisions at their weddings to enabling diners to approach restaurants serving shark fin soup to appealing to corporations to act ethically during business dinners - with a series of downloadables. We are putting it all into the hands of those who can make the biggest difference for sharks.

The site launched last week in China as part of WildAid's Chinese web site in both English and Mandarin. (Can you believe the Shark Savers site is banned there?) We are in the process of integrating this into Shark Savers web site as we extend the campaign to all parts of the world - starting with the U.S. - in 2010.

(More downloadables - an educational brochure in Mandarin.)

Top Ten Ways You Can Save Sharks

So you don’t eat shark fin soup or live in a country that considers it part of its culture? Doesn’t matter. You can still make a difference in the shark issue and save your share of the 100,000,000 killed a year.

Most likely, the sale of shark products is legal in your town, yes - your town. The local restaurants, grocery stores, health food stores, beauty salons and even pet stores may sell shark. Chances are also good your country is also responsible for the supply. Shocked? Believe it. The US, UK, France, Spain, and Portugal join Indonesia, Taiwan and Japan in the top 20 largest shark fishing nations.

Even if your country isn’t on the list, sharks and their habitats probably aren’t effectively protected – did you know Australia allows commercial shark fishing in the Great Barrier Reef – a World Heritage Site? And, no matter where you live, the myths about sharks as bloodthirsty man-eaters are being perpetuated – dangerous mis-truths standing in the way of their conservation. Think sharks are evil re-incarnated? Watch this video, then say that.

So, here are ten easy things you can do:

# 1) Do not consume or purchase shark - it’s dangerous.
It isn’t just the soup. Do not eat shark steaks or meat, don’t buy any shark or stingray leather products, leave the shark teeth and jaws in live sharks – where they belong.

This isn’t just for the sharks’ health – it’s for yours. Shark meat (including fins) carries warnings due to its high mercury levels from the U.S. Food and Drug Administration, the Environmental Protection Agency, the Environmental Defense Fund, and the World Health Organization. If you want to know what mercury does, just google “mercury poisoning” and prepare to be horrified. Still want to eat it?

# 2) Volunteer your time.
Become a spokesperson or local organizer for our campaigns. Give a presentation at a school or event. (Its easy. Shark Angels or Shark Savers can provide them – or just grab this one off SlideShare.)

# 3) Be aware, informed consumers.
Know what you are buying. Often shark is relabeled as other types of fish, like rock salmon, included in fish patties like pollock, or hidden from consumers – as shark ingredients are not always labeled like chondroitin which can be made from shark cartilage.

# 4) Take your business elsewhere.
Do not support any restaurant or store that sells shark products or shark fin soup and inform them of your concerns. Educate them about why you are making this choice and ask them to make the same decision.

# 5) Support the cause.
Join and donate to shark conservation organizations. There are many ways to save sharks (science & research, direct action, legislation, grass roots activism.) Find an organization you identify with and don’t just join them – make a donation. They desperately need funding. A few of my favorites include: Shark Savers, Sea Shepherd, and WildAid – but chose the one right for you.

# 6) If you must eat it, only eat shark-friendly fish.
Since over ½ of the 100,000,000 sharks caught yearly are caught as by-catch, only eat sustainably caught seafood – or better, don’t eat anything from the seas.

If you do eat fish, download a sustainable seafood card and carry it with you. Most likely, one exists. You may even be able to download a cool iPhone App - like the one from Monterey Bay. You can even SMS a database of sustainable choices when out and about in South Africa, so I am quite certain no matter where you are, there are NO excuses not to make informed decisions.

# 7) Spread the enlightenment.
Increase your Shark IQ. Learn more then teach others. Host a local screening of Sharkwater then a have discussion afterwards. Shark Savers makes it easy to do from invitations to a discussion guide.

# 8) Keep sharks out of your cosmetics.
Never use any products (including makeup, lotions and deodorants) that contain Squalene - shark liver oil. In fact, just buy cruelty free.

# 9) Develop a voice.
Be heard. Blog, write articles, appeal to media outlets and help dispel the myths. Don’t support media outlets that demonize sharks. Sharks aren't evil re-incarnated. Watch this video.

# 10) Make your vote count.
Even if you aren’t living in country that is heavily consuming sharks, chances are, your country is part of the problem. The US and many countries in the EU are responsible for catching more sharks than most other countries in the world. Support legislation that stops shark fishing, protects shark habitats, and ends overfishing. It’s not just about the sharks – it’s about the oceans.


And, bonus points if you make sharks more valuable alive than dead and support responsible (strong emphasis here) shark diving tourism. But that is a blog for a different day.

You can and should make a difference before there aren’t sharks left. In fact a recent IUCN report has identified over 1/3 of all shark species (more than 400 in total) are facing extinction – some in our lifetimes. Destroying sharks and the oceans isn't a legacy I want to leave for future generations. You?

DEMA!!!

It is that time of year again! Time to fill my Christmas list with dive destinations I can’t wait to visit and new gear sure to make a diving technophile excited! And most importantly, catch up with those folks that I rarely get to see – some only at Dema.

Dema is the industry’s largest diving trade-only exhibition. This year, I attended as a Shark Saver and for the Underwater Channel.

It was great to catch up with everyone – especially the Shark Angel Team… We were just short one Angel. Sadly Alison couldn’t make it – busy finishing her phD, making her wedding plans, kicking off two new research initiatives, and entertaining the plethora of media that flocks to her. Come on Alison, is that all????


It was so great to have the gang back together again, at least for a short while. Then everyone was off to their separate parts of the planet: Kim to launch Whale Wars and then hold down the fort while the Shepherds head to the Antarctic, Shawn to head Asia and film for Wild Aid, Eric to get ready to join the 2009 Sea Shepherd Whaling Campaign as the official photographer. What an incredible bunch of passionate people I am so fortunate to call my friends.


And a great way to spend time with fellow Shark Saver director, Jamie Pollack. Jamie and I spent hours planning our China campaign. And searching the floor for sponsors! (Well, mostly Jamie. She rocks at it.)

My must haves from the show? Oceanic’s new dive computer, the sexy, sleek silvery-blue material from Yamamoto for a new open-cell freediving suit (that would bring my total up to 9 new suits this year… 2 custom from Elios, 1 from Fourth Element, 1 from custom Free Divers,1 from Billabong, and 3 custom from Coral Wetsuits – yes, I do have a small shopping problem and my love for great shoes/handbags has now been replaced with a burning desire to purchase the perfect wetsuit), oh and a small ticket item… a Sony EX1 with a Gates Housing and Fathom lens. The perfect stocking stuffer.


As a presenter for the Underwater Channel, I had a chance to interview scads of folks – including the president of Padi, SSI, DAN, and Dema. But my personal favorite? That would have to be Neptunic SharkSuits. They are so tough and cool – I love their products and the company, which is equally edgy and hip. This year, I finally had an opportunity to meet Jeremiah Sullivan – the founder as well – which I must admit, I geeked out a bit on… You can see it all at: http://www.theunderwaterchannel.tv/blog/dema-special/

Sadly, I had to settle with another Neptunic t-shirt purchase though to add to my growing collection. I am just not ready to take on the price tag for the suit (they used to be $14k custom built, but now they have a much more affordable model on the market) on a conservationists’ salary. I know I don’t NEED it, but since when is a purchase driven by need? Not for any gal who has lived in Manhattan! But I can still dream… The ultimate suit to add to my collection.

Maybe next year…

Back in the US

After over four and a half months in Africa, it was finally time to go home for a quick visit to see loved ones, reconnect with the Shark Savers in NYC, go to Dema and film a few episodes for the Underwater Channel.

Funny, coming back to the US, I thought I was eager to get back but instead I instantly realized how out of place I feel. My life and work as a conservationist in South Africa has transformed me a bit, and for the first time, I think I realized how much my perceptions have shifted. I think I feel more at home in South Africa now – in a far less materialistic world that is so much closer to the realm within which I need to focus. What is important to me now is so different to what drove me in the past and being back I instantly felt awkward. The masses of people, the consumerism and the rat race (for what end goal?) alienated me completely. As soon as I arrived, I wanted to leave, get my hands dirty (or at least wet) and return back to being on the front lines of shark conservation…


But, what I thoroughly enjoyed (in addition to seeing my family and my puppy who I miss dearly) was bringing Paul to the US. Here is a kid who grew up in the bush – the tallest building he had ever seen was ten stories. America, to him, was the random television show or movie he had watched growing up. A-team, Nightrider and CSI cheesy violence combined with the best the eighties and Eddie Murphy had to offer: Trading Places, Beverly Hills Cop and Coming to America.

And, bam, I drop him into the middle of New York City, Chicago, Las Vegas and Orlando. Complete culture shock. He steps off the plane and I throw him on a subway bound for the financial district in Manhattan. His eyes were saucers the entire trip – and I am not sure he relaxed until we got to the sanctity and slow place that is Florida.


The things that he was desperate to experience were amusingly endearing as well as obscure. Halloween, hot dogs, Mexican food, the subway, anyplace that was used as a location for a scene in a TV show or a movie for the past 20 years, taxis, wireless Internet, vintage cars, soft serve ice cream, political commercials/election drama, raccoons, Captain Crunch… the list goes on and on. Things I have taken for granted most of my life.

(Paul's first hot dog.)

(Paul's first authentic Mexican food.)

I left with an appreciation for all I had growing up, the formulative experiences that made me who I am, and most importantly a renewed enthusiasm for the decision I made to become, what I suppose some might call and environmental vigilante. Or at least a crazy shark nut.

Shark Cherubs

One of my absolute favorite things to do is to teach children about sharks. Sadly, I have had more meaningful discussions with them then plenty of the adults I deal with.

And, children not only tend to have a much more balanced view towards sharks, but some absolutely LOVE them. In fact, it is quite often that I run into a child who can barely form complete sentences, but can still tell you the latin name of all 15 types of shark puppets I have!

Their interest in sharks is matched by their concern about our environment and the shark’s important role keeping the oceans healthy. They absorb information like a sponge, soaking up every detail and they form opinions based on truths, their world not yet tainted by our media’s portrayal of sharks. Finally, they relish in all of the amazing, quirky and unusual things about the vastly different 400+ species of sharks. As a shark geek myself, I can certainly identify with this.



And, I feel like I am indoctrinating in the next generation of shark savers.

Their innocence and passion is something I wish I could bottle. Although I could probably become a billionaire selling it, I would selfishly keep it all and drink a big huge glass of it every night!

As a Director of Strategy & Outreach for Shark Savers, I am constantly involved in outreach - giving talks and presentations to school children, organizations and companies about the shark’s plight, attending conferences as a speaker, and also manning a booth at local and national fairs and trade shows. We have been at several fairs recently – many of them Asian in the hopes of getting the word out about Shark Fin Soup.

Though, since I have been in South Africa, I haven’t had much opportunity to give classroom presentations or get out into the community – and most importantly reach its children – in a larger scale effort. So, I was thrilled when Alison asked me to come with her to speak to a classroom of 30 third graders about sharks.

Funny… She wasn’t. I think I found Shark Angel Alison’s kryptonite. Calm, cool, collected, incredibly knowledgeable and completely factual Alison can be flustered by children! And, this Shark Angel can be easily intimidated answering questions about a shark’s biology, behaviors and variances in species in front of a brilliant scientist!


But, the two of us had an absolute blast and quickly got swept up with enthusiasm. We were supposed to speak for ½ an hour, and two hours into it, Alison finally sent up a white flag asking for relief – though she was doing a great job! The kids were captivated and I got to relish in their passion and innocence just a bit longer than I had planned. I just hope one of those kids just might grow up to be a Shark Scientist like Alison. Or a conservationist. Or a science teacher. But I am certain at least a few will grow up with an appreciation and compassion for sharks.

Headed for disaster... without knowing it

Out of sight out of mind, as the saying goes. This is why so many people are surprised when I tell them that many shark species are almost extinct. And nearly all are headed for disaster.

But, you can’t stop something so terrible from happening if you don’t know about it. Or know why you should care.

Over 100,000,000 sharks were killed last year – primarily for their fins. Indeed, their populations are down to critical levels and they are still being fished out of the ocean at a completely unsustainable rate. In fact, recent studies indicate regional populations of sharks are down by 95 – 99%. That is considered functional extinction.


Many don’t know about this issue, because it happens so far away from us. Out in the oceans, far from shore, far from our eyes and far from governmental protection. We assume sharks are protected in marine reserves or that it is some other country’s problem. Many of us may even live in countries in which certain types of shark fishing is illegal – though most likely it is still occurring right under our noses.

And, it happens for reasons that many of us are not familiar with: it happens for the incredibly valuable shark fin. The key ingredient in a tasteless, social climbing soup. It is known as Fish Wing Soup in Asia and is so highly sought especially given its cultural association with health, prosperity and good fortune, it can sell for upwards of $100 a bowl. And while the supply is plummeting, the demand for shark fin soup is at an all time high.


Yes, the incredibly lucrative market for shark fins is driving the slaughter. And this industry full of greed and corruption is often likened to the illegal drug trade as it is rife with murder, mafia, and millions of dollars. Fisherman desperate to feed their families are being driven to extremes, and it is only a handful of individuals who are benefiting – at a incredible cost to all of us.

We have seen it before. All the factors are there for a global species extinction.

And once they know the fate facing sharks, many people throw up their hands and wonder why they should care, already convinced the only good shark is a dead shark after watching movies like Jaws and shows on Shark Week. Hasn't the media taught us that sharks are blood-thirsty, indiscriminant monsters with an insatiable hunger for human flesh? Should we really care if they disappear? Wouldn’t the world just be a better place?


Then comes the next surprise: contrary to all of the rubbish we have been taught, we are not on the sharks’ menus. In fact, of 6.5 billion people that live on this planet, only one died last year from a shark bite. One. Compare that to the amount of people who die from lightening strikes, car crashes, hunger, even falling coconuts and you realize there are many things to be worried about – but sharks are not one of them. Of the over 500 species of sharks, only a handful have ever even had encounters with humans. The truth? Sharks are magnificent creatures that are more scared of us than we could ever be of them.

If only we could let our fears go and realize sharks are misunderstood creatures that desperately need our help.

Maybe if we realized how brutal it is to fin a shark we might also care a bit more. Tragically, sharks are dragged while alive onto fishing boats where a knife with a hot blade is used to slice off all of the shark’s fins. Then, the shark is thrown back into the ocean still alive to bleed to death – or drown.


Maybe if we knew that while we collectively enjoy our shark steaks, shark fin soup, or shark cartlidge, that instead of being healthy we are actually poisoning ourselves, we might stop endlessly creating demand. Because sharks have levels of methyl-mercury in their flesh that is so high, a single shark steak can cause mercury poisoning, leading to sterility, nervous system issues and birth defects for those that consume it.

Or maybe if we realized that sharks keep our largest and most important ecosystem healthy – an ecosystem that provides us with much of the air we breath and food we eat – we might realize our existence, in part, is dependent on theirs. Sharks have sat atop the oceans’ food chain, keeping our seas healthy and balanced for 450 million years. Those oceans absorb most of the carbon dioxide that we put into the atmosphere, converting it into 70% of the oxygen we breathe. The oceans also supply us with a large percentage of the food we eat – including serving as feed for many farmed animals. Yes, all that life is kept healthy by sharks, who, as apex predators, regulate the oceans. Destroying shark populations is destroying our oceans - our very life support systems – and thus, ourselves.

We don't hear how the elimination of sharks might impact our best natural defense against global warming. Or how our favorite foods might disappear as a side effect of the extinction of sharks. Or that we could lose more oxygen than is produced by all the trees and jungles in the world combined if we lose our sharks.

So whether you are like us and you absolutely love sharks and cannot imagine an ocean without them, or you simply realize the loss of the sharks from this planet has huge, far-reaching implications that cannot be ignored, the time to act is now. We must work together, fight this war and save our sharks.

(Photos courtesy of Jeff Rotman.)

Shark Barbie

My nickname is Shark Barbie. Most people call me that behind my back, but a few have made the mistake of calling me that to my face. My friend Roger Horrocks gave me the nickname, and I think he must smile his broad, mischievous smile every time I squirm in discomfort when I hear the term, knowing the annoyance he has caused.

It is amazing how a nickname can stick – particularly one you dislike. People who have just met me already seem to know it… like it is a private joke everyone is in on… but me. I have a new strategy though. From now on, instead of fighting it, I have decided to openly embrace it. Perhaps if I don’t protest so much, it won’t be as fun to tease me with and it will quickly fall by the wayside…

Funny thing is, my mom NEVER let me play with dolls (with Barbie a particularly banned toy) when I was a kid. Male-created, unrealistic, gender-based stereotypes of women as the buxom blondes who are just supposed to look good and prance around in gold lame evening dresses from the horse stables, to their pink convertibles, to daily weddings with Ken to then return to the dream house and play wife, I guess, wasn’t what my mom wanted me to aspire to. How about an adventurous blonde chick who has created and owned her own destiny, is completely independent, and is just as comfortable mashing dead sardines between her fingers to feed to sharks as she is dressing up for a fun evening with the girls on the town? Yes , I guess I am Shark Barbie. But don’t you dare say it to my face… Or my mom’s…

Why dive with sharks?

I am still a little amazed by the reaction I get from people when I tell them what I do.

I am working to save sharks – a species facing a seemingly inevitable and closely looming extinction. As a Shark Angel and a director of Shark Savers, I raise public awareness about the issue, I educate people on the truth about sharks, and I tirelessly fight for their protection and against those that are destroying them.

But what seems to be of most interest - though completely happenstance to me - and what I love most… I dive with sharks.

Yes. I dive with sharks. Quite often. All over the world with all types of sharks including those most feared – great whites, tigers, bulls and hammerheads. And I do this up close and personal - outside of the “safety” of cages.

The responses I get range from disbelief, shock and awe, instant respect, or an immediate proclamation that I am insane.

But I don’t do it to surprise or impress people. I am not crazy nor am I seeking an amped-up adrenaline rush. And I don’t have some sort of death wish…

Why do I dive with sharks? I dive with sharks to save them.

The "fiercest" predator on the planet desperately needs our help. Desired for their fins, over 100,000,000 sharks are killed each year, and 90% of many shark species are almost extinct. Recent studies indicate that the great sharks, the tigers, the greater hammerheads, and the bull sharks, are 98% extinct from the North Atlantic waters.

Sadly, the public’s interest in sharks seems inexhaustible. An interest in the macabre – not the grim reality the sharks’ now face. The media feeds on our fears and provides us with embellished stories of vicious attacks by mindless man-eating monsters. The reality is quite different. There are very few shark attacks worldwide. Last year only one person died from a shark attack. In contrast, and what we don’t hear, is that sharks are the most hunted animal on the planet.

Even if you don’t have a passion for sharks like I do, they are still critically important to the planet, and we should all care very much about their conservation. As an apex predator, they are vital to the health oceans, the most important ecosystem on the planet – providing a major source of our oxygen and food. The oceans are kept in balance by sharks, who at the top of the food chain, regulate this ecosystem. The oceans - our very life support systems - are being destroyed.

Why are we brutally killing so many sharks? Primarily for sharkfin soup. A status symbol in many Asian countries. And soup consumption is on the rise.

So I dive with sharks to shift people’s perspectives on a mal-aligned and often despised species. To challenge our collective misconceptions. To bring awareness to an issue few know much about. To help ensure the sharks’ survival.

I have logged hundreds of dives and have spent countless hours underwater with sharks. But before you are impressed, know it is not as glamorously dangerous as it seems.

While there is inherent risk in all that we do, the risk of injury - let alone death - while diving with sharks is incredibly low. This year marks the first reported death from a shark bite on record during an organized shark dive. In comparison, many common leisure activities such as biking, swimming, and boating are statistically far more dangerous than diving with sharks.

In my own personal experiences diving with sharks, both with and without bait in the water, the sharks have gone out of their way to avoid contact with humans. Sharks clearly do not see people as prey, and even with bait in the water, I have never seen a shark exhibit aggressive behavior towards me. We are simply not on their menu.

As a responsible shark conservationist, I do realize these are wild animals and that there is some risk involved when I step into their habitat. With proper safety protocols, experience, and training, this infinitesimal risk is small when compared to the reward: the chance to experience an intimate encounter with one of the greatest species on our earth. And more importantly, share these encounters with others.

These interactions are captured on film, as part of the Shark Angels project, to enable others to develop a healthy respect and even compassion for this seriously misunderstood animal. So those people who do not dive with sharks can get a new perspective – counter to Jaws, counter to Shark Week.

And, as we continue to deplete populations and chase sharks to the brink of extinction, it is more important than ever to encourage people to care about sharks and gain an appreciation for their true character.

We tend to protect the things we understand, and sharks are largely out of sight, out of mind for us. Allowing others to live vicariously through the Shark Angels' experiences, I hope will be a powerful conservation tool to protect them. When you come virtually face to fin with the “world’s most dangerous sharks”, I believe you will realize as I have, that sharks aren’t the enemies - the only thing we have to fear is ourselves.

Our collective irrational fear of sharks entirely based upon myths and misconceptions, I think, explains our lack of desire to conserve them. Through awareness and understanding, I am on a personal mission to change all that. And of course spend as much time as I can in the water surrounded by the creatures for whom I have an incredible respect, interest and passion.

I hope that what the Angels (and I) do will shift your perspective – and you will want to save sharks too. But act quickly, because sadly, they are almost gone from this planet and soon, no one will be able to experience their magnificence.

(Photos by Jim Abernethy, Roger Horrocks, Jeff Rotman and Eric Cheng.)

Follow your passion... The journey begins

I have finally taken the big step. Always dreaming of it - but never really thinking it could possibly ever become a reality. Caught up, I guess, in what most of us believe defines success - and the socially acceptable way to act. Achieve success at all costs. Climb the corporate ladder. Buy a great house and a fabulous car. Build a huge bank account. Yes, I have done all of that. I owned my own successful multi-million dollar business, I had the Porsche and the house in the city I designed with an architect, I had amazing titles and incredibly successful clients, I traveled the world. But now I have finally done something I am truly proud of. Something that despite all I have been taught, that surprisingly, gives me an amazing sense of achievement and hope. I QUIT MY JOB TO FOLLOW MY PASSION.

And, not just any passion. A passion for sharks. Sharks - the world's most misunderstood creature, and probably one of the most threatened - have stolen my heart, my mind, my soul...

Yes, at this point, you are probably saying I am crazy... Most do. Even me sometimes. But, somehow, I found the strength to let go and do what I am absolutely, insanely passionate about. To let the universe take care of me, because I am doing what I feel I was meant to do. Not a crystal-worshiping, granola-munching, yoga-practicing "hippie", this is COMPLETELY counter-intuitive to anything I know or believe. But, for the first time, I am happy to the core.

(Amazing photo from Aliwal Shoals, South Africa. Taken by my friend and photographer extraordinaire Roger Horrocks.)

A shark angel's bio

This is really all about the sharks, but a few folks have asked for my "business" bio, so here it is...

I have always been a passionate environmentalist, diver and lover of the oceans, with a special relationship to sharks. An avid diver for the past 14 years, I have logged more than 300 hours in the water with many different shark species in many different habitats. In that time, I personally witnessed the devastation of the animal I cherish, and so I have committed myself to the protection of sharks. I founded Shark Savers, a grassroots conservation organization dedicated to the preservation of sharks through awareness, education and action, with five other passionate shark saviors a year and a half ago.

(The Savers, less one, at the Celebrate Asia fair.)

In addition to co-founding Shark Savers, I founded SharkAngel Productions, to use the power of social and visual media - leveraging it to do good (rather than the usual harm) for a much mal-aligned species. I have written, produced, and directed several efforts geared around this cause, working with several global media outlets in the process. And to support these efforts, ensuring greatest possible impact, I have also designed and launched several community-based social networking and viral marketing strategies that leverage the latest technologies. I also work for the award-winning documentary, Sharkwater, spearheading outreach and marketing initiatives.

(Rob Stewart, Captain Paul Watson and I celebrate Shrkwater's win at the Genesis awards.)

And, I am a Shark Angel – one of three shark conservationist women in the world that are leading a movement to build awareness, take down the forces threatening sharks, and save these magnificent creatures.

(The Shark Angels... a team born in passion.)

A lifelong entrepreneur, I am channeling over 14 years of professional experience in advertising, business strategy, marketing, public relations, web technologies, and business development, into a mission to save the oceans, starting with sharks. Having built several businesses from the ground up, with upwards of 40 employees and $7 million in yearly revenue in a few years time, I tend to bring a unique perspective and deep experience to the cause. In fact, I have developed strategies and managed multi-million dollar marketing initiatives for clients that include AOL, Porsche, Citibank, Volkswagen, Chase, and Mercedes-Benz, and now, apply that expertise to the business of saving the creatures that desperately need our help. In doing so, I think I have probably taken on the hardest PR job on the planet.

(Working on the sharks' bad rap with the Shark Week team!)

For more of the interesting stuff and less business stuff about me...