INSIGHTS

Basketball star Yao Ming and I share something in common, and although I’m 6′ 2″, it’s not height. We both abhor the practice of shark finning. If you’re not sure what I’m talking about, let me clarify. Shark fin soup is a Cantonese delicacy that is often served during the holidays or to those elite who can afford it. According to the National Geographic, more than 40 million sharks are caught each year and have their fins sliced off. They are then thrown back into the sea to die. Not only is this industry barbaric and wasteful but it’s detrimental to the ocean’s ecosystem.

Which is why Yao Ming has loaned his face and voice to a billboard and television campaign in China. Anyone can buy a year-long billboard placement at bus shelters or in other high-traffic areas for only $100. The purpose of the ad is to educate people on the issues surrounding shark finning. And after a year, it’s beginning to work.

According to Stop Shark Finning, 19% of those surveyed in Beijing said they remembered the ad. 82% of these respondents agreed to stop or reduce their consumption of shark fin soup. In addition, non-profit organization WildAid has produced television PSAs starring Yao Ming to help support the outdoor campaign. But there’s much work to be done. Shark fin soup is a deep-rooted cultural dish in China and it will take time to spread the message. With some luck, demand will decrease and the killing will slow.