WildAid’s New Campaign Invites Everyone to Join the Movement to Say No to Shark Consumption

For decades, sharks have been misunderstood, but these apex predators play a critical role in maintaining balance across marine ecosystems. Today, their populations are in steep decline, and that’s a problem for all of us. An estimated 100 million sharks are killed each year, driven by global demand for their fins, meat, cartilage, skin, and liver — putting the stability of our oceans at serious risk. 

To reduce demand for these products in Thailand, an active market for shark consumption, WildAid has launched the PSA “Team Shark,” under the #CelebrateWithoutSharks initiative. The PSA focuses on family dining occasions in restaurants, identified in WildAid’s 2023 consumer survey as the most common setting where urban Thais consume shark fin soup.  

Behavior change requires ongoing efforts and for this reason, WildAid’s campaign not only focuses on raising awareness about the impacts of shark consumption, but also encourages society to understand that choosing not to consume or support shark products reflects positive values and can inspire others to be part of the change. Everyone can become part of “Team Shark” in their daily lives, simply by not eating shark fin, not ordering shark dishes, and not supporting shark products.

Applying this approach, the “Team Shark” campaign employs two phases: the first phase focuses on awareness raising and establishing social norms through a thought-provoking PSA, while the second phase engages and grows our online audience, with a call to action of saying no to consuming shark products. 

Our “Team Shark” PSA tells the story of a family celebrating a father’s birthday with shark fin soup. However, when the daughter posts a photo of the celebration on social media, many disapproving comments quickly flood in. These reactions reflect a growing willingness among people to question shark consumption, share the importance of sharks, and highlight the potential impacts of consuming shark dishes.  

The second phase of the campaign will focus on engagement and community activation through an interactive, youth-driven social movement. Focused on Gen Z, it will use social media content — such as short videos, polls, challenges, and user-generated posts — to spark conversations and encourage active participation in shark conservation. Rather than one-way messaging, the campaign will invite audiences to co-create content, share their views, and publicly express what it means to be part of “Team Shark.” By building an online community centered on shared values, it will normalize shark-friendly behaviors and make conservation feel relevant to everyday life — especially in social settings where shark consumption still occurs. 

Petch Manopawitr, Conservation Scientist and Advisor to WildAid, notes that many people believe that by not consuming shark fin, they are not contributing to the problem. In reality, sharks are used in many ways beyond fins in food, including in cosmetics and pet food. Consumers can do their part in protecting shark populations by reading labels closely and checking and researching ingredients.

“This is a critical moment for society to become aware and take action to protect our oceans,” Petch added. “Many people already want to contribute to marine conservation but may not know where to start. Reducing or avoiding shark products is one of the most effective ways individuals can contribute to ocean conservation and maintain the balance of marine ecosystems.” 

WildAid’s 2023 survey on shark fin consumption in Thailand found that consumption among urban Thais nationwide has declined by 34% since 2017, equivalent to 8.1 million fewer servings, and awareness of the impacts of shark consumption has continued to increase. Yet, many people still perceive the issue as disconnected from their daily lives.

While 88% of respondents recognize the importance of sharks to marine ecosystems, up from 68% in 2017, there remains significant demand. 56% of urban respondents still express interest in trying shark fin, and one in three respondents are interested in trying shark meat.

WildAid has been working continuously to reduce the demand for sharks since 2017, and this year, there’s more to come under our #CelebrateWithoutShark initiative. Through the “Team Shark” campaign, we will collaborate with partners across civil society, the private sector, and the public to drive broader participation. Additionally, we’re working with government agencies and partners on shark conservation and rewilding efforts, including the StAR Project Thailand, which focuses on leopard shark population recovery, and will continue to advocate for improved traceability of shark products in the future. 

The #CelebrateWithoutSharks campaign, including the “Team Shark” film, was created by BBDO Bangkok, a global creative agency, to support WildAid’s mission to protect sharks.