Following the philosophy that eradication of demand depends on discouraging the end-user, groups Shark Savers and WildAid have managed to mount a 1000-strong billboard campaign in Beijing and Shanghai.
Money for the campaign came from the groups’ supporters.
The celebrity through whom, it is hoped, Chinese citizens will sit up and take note is Yao Ming, an NBA American basketball star and owner of the Shanghai Sharks basketball team.
Ming has given a public service announcement and has featured in the billboard campaign.
A back-up grassroots move has been the creation of a Chinese-language website (www.wildaidchina.org/shark) with video messages and downloadable materials.
Related links
Shark Savers
WildAid
Bite-Back
The Shark Trust
The Shark Alliance
EU shark fishing ban
CITES protection sought for sharks
Sea change for sharks
Maldives brings in protected areas
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