APEX PREDATOR TO FUTILE SUFFERER
INTERVENTIONs TO REDUCE THE CONSUMPTION OF SHARK FIN SOUP
THE situation
Millions of sharks are dying for the sake of
shark fin soup. OFten, they are "finned" — their
finS ARE cut off and kept, while the sharks are
thrown back in the ocean to die.
The reasons:
1. - The public image of sharks is negative
and entertainment-based (in the West),
food and medicine-based (in the East).
2. - Shark fin soup has been a traditional
dish in China and surrounding areas for
around 143 years.
3. - Eating shark fin soup is a sign of
affluence. it used to be consumed only by the
rich; now, people consume it to be seen as
wealthy.
Conclusion:
We are dealing with a large-scale problem
with psychological mechanisms as its cause.
THE PROBLEMS
Sharks are suffering - Finning is happening
on a vast scale and is painful and inhumane!
Shark fin is toxic - Many people are
unaware it contains unhealthy amounts of
mercury and other neurotoxins. It's not even
(that) good for you!
Shark populations are already greatly
diminished (some species up to 95%!) - This
leads to a trophic cascade - the disruption of
the marine ecosystem. Many other species will
go extinct!
Dang toan Minh Chi - s1036341, Tim-Dorian Knöchel - s1035831,
DEANDRA CHRISTA - S1033326, Delyan kirov - s1037948
THE INTERVENTIONS
the Target: Consumers OF shark fins from East
and Southeast Asian countries. Young & Old.
Hi, I'm
Fin!
The Mediums:
MOVIE: In the film "Fin saves the ocean", Fin
鳍
( ) is a shark with friends from different
shark species and with their own personalities.
the charismatic and likeable protagonist is on
a mission to save the ocean. The movie is fun
and informative, teaching about sea animal
welfare. in the end, there is a call to action by
the celebrity voice actors TO STOP SHARK FIN
soup CONSUMPTION - "Global shark populations
are endangered. WE STAND WITH FIN! More people
than ever have stopped consuming shark fin
soup. you can be a hero and keep our oceans
protected just like fin!"
Advertisements: fin and celebrities spread the
call to action on social media to address
youths and on TV to address older populations.
THE TACTICS
Liking:
1. shark as the hero - more positive attitudes
towards sharks, especially for kids.
2. depicted as charismatic and friendly - more
concern for preservation of sharks.
3. fin is emotionally expressive - more
recognition for feelings of fish, more
relatable to humans.
Authority:
speakers in ads and voice actors in the movie
are older Asian celebrities or influential
people. the general respect for authority in
Eastern cultures can make the message more
persuasive.
Social proof:
the numbers of state Governments, NGOs and
celebrities will be listed in the online and tv
ads. the knowledge that many people are
fighting the extinction of sharks can more
effectively persuade one to also do the same.