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?