By Tara Sonenshine
As the summer ocean waves wash up onto America's beaches, we find ourselves thinking, nervously, about Steven Spielberg's "Jaws" and the paralyzing fear that sharks inspire in us. Yet, paradoxically, we celebrate global attempts to protect the declining number of sharks. The world has figured out we need these species, along with all creatures of the Earth, to maintain a delicately balanced ecosystem.
Sharks, in particular, are "in" these days. Thanks to good public policy and the power of public education and multimedia campaigns featuring stars such as Yao Ming, Jackie Chan and Ang Lee, killing sharks for shark fin soup is no longer cool.
The demand has been rising for decades, threatening sharks with extinction -- up to 100 million sharks are killed each year just for their fins. But we have started to reverse the trend, particularly in affluent areas of the U.S. and overseas where restaurants once proudly displayed shark fin delicacies on the menu.
In California, and other states, a ban on the sale and possession of shark fin soup has gone into effect this year after aggressive marketing campaigns by WildAid and other organizations.
Overseas, marketing and public diplomacy efforts featuring posters on public transportation systems and TV ads have been underway for the past few years. These efforts all show signs of success, on both the supply side and the demand side of trade in shark fins. Hong Kong's Census and Statistics Department tracked 3,100 metric tons of shark fin being imported from the island to China last year, but this year's numbers are way down. More....