For every Hong Kong wedding, 30 sharks have to die - video’s shock message

Graphic social media campaign showing a bride hacking fin off a shark and groom kicking body over side of fishing boat produced by global advertising agency working with Hong Kong Shark Foundation and WildAid

PUBLISHED : Friday, 29 April, 2016, 11:22am
UPDATED : Friday, 06 January, 2017, 4:59pm

A global advertising agency has produced a graphic video targeting Hongkongers to hammer home the message that consumption of shark’s fin soup is threatening the marine animals with extinction.

“For every Hong Kong wedding, 30 sharks have to die,” the subtitles of the 30-second video read, as a bride on a fishing boat roughly cuts the fin off a shark, before her groom kicks the body over the side.

The ad, produced by Ogilvy & Mather, has been made to highlight the horrific consequences of Hong Kong’s vast consumption of shark’s fin soup and the threat it poses to the creatures’ continued existence, it says.

The graphic campaign video in full

“We are enormously proud of our partnership with Hong Kong Shark Foundation and WildAid, and are 100 per cent supportive of the important work they do,” said Reed Collins, the agency’s Hong Kong-based chief creative officer. He hoped the “public service announcement would challenge the traditional practices of Hongkongers and “ask them to step up for the sake of sharks, who are a critical part of the world’s precious marine ecosystem”.

The ads, which will be broadcast on Facebook and YouTube, target young people, Ogilvy said.

“The powerful message is intended to remind audiences that for every typical wedding in Hong Kong, 30 sharks die unnecessarily.”