Shark Fin Demand Reduction, WildAid USA, China

Years Funded: 2010-2014

Up to 73 million sharks are killed each year for their fins, used for shark fin soup primarily to supply the market in mainland China. Some shark populations have declined by up to 98% in the last fifteen years and nearly one third of pelagic sharks species are considered threatened by the International Union for the Conservation of Nature.

To measurably raise awareness and concern about the impact of the consumption of shark fin soup on shark populations and marine biodiversity, WCS and WildAid USA worked with media network partners in China to broadcast “Say No to Shark Fin” campaign messages via TV and other media outlets including video boards in subway and train stations, airports, and university campuses. WildAid produced many Hollywood-quality TV PSAs on shark fin for China with celebrity ambassadors Yao Ming, actor and director Jiang Wen, TV actress Maggie Q, Jackie Chan and NBA basketball star Jeremy Lin and others, including prominent Chinese CEOs.

By 2014, various media and trade sources estimated around 50-70% reduction in shark fin imports due to the WildAid campaign and the subsequent government ban on shark fin at state banquets.

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