Sea Shepherd Conservation Society drives home message

With as many as 40 sharks killed and served for every Chinese

wedding banquet, the non-profit Sea Shepherd Conservation Society opted

for gory visuals of bloodied sharks to drive home the preservation

message in Singapore.

The aim is to take this Chinese delicacy off the menu at corporate and

wedding banquets. Saatchi & Saatchi juxtaposed gruesome visuals of

de-finned sharks with images of a newly-married couple at their wedding

banquet.

The campaign broke this month in the Today newspaper and was followed by

insertions in a variety of magazines.