As part of a nationwide push to educate the Chinese consumer into not drinking the soup, we created a social awareness campaign to highlight their plight.

The artist Handsome Wong was commissioned to create a very special coffin. One where fins only, symbolically protruded outside the coffins walls. It was displayed in one of Shanghai’s most prominent art districts, to create public debate. People were also asked to support the ban of Shark Fin Soup. 49,000 signed the petition on line, generating over 700,000 media impressions.

This coffin installation also caught the attention of the national and international media, as far away as Europe and the USA. So much so, that in 2014 the coffin will be part of a European travelling exhibition, staged to highlight the plight of the shark.

In one year there has been a reduction of 11% in the number of Shanghai restaurants selling Shark Fin Soup.