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BRIEFING
73 million sharks killed each year. The animals have their fins sliced off and die by being tossed back into the ocean. Finning has decimated 90% of the world's large shark population. Their fins are used to make a soup with no nutritional value.
IDEA
An unexpected stamp to spread the message against finning. We created a fake shark soup can and shipped samples to bloggers. Inside the can was a stamp in the shape of a shark fin.
RESULTS
More people willing to protect sharks. Sea Shepherd used the stamp to popularize the cause. In three weeks more than 2,000 people signed the online petition for the moratorium on shark fishing in Brazil.