A campaign for environmental charity OceaNEnvironment highlights
the conservation implications of eating shark's fin soup.
The campaign for the Australian charity, by Leo Burnett Singapore, is
running in print, with outdoor also planned. It shows a spoon closing in
on a shark, to make the point that killing sharks for their fins is
dangerously depleting stocks of many species. Initially, the campaign
will focus on special-interest press, such as Asian Geographic and
diving magazines, with plans to move it into mainstream media
imminently.
Burnett Singapore associate creative director Alex Shipley said: "I've
seen other advertisers who've taken the approach of telling people who
eat shark's fin soup that they're bad for doing so. But a lot of people
don't even know about the problem."
