WildAid: Worst Choice, 4

In honor of Shark Awareness Day, international conservation organization WildAid and Plan B Media PCL, one of Thailand's leading outdoor media service providers, urge the public to stop serving and consuming shark fin. A series of WildAid advertisements created by BBDO, will be placed on Plan B's media platforms in prominent locations around Bangkok. The advertisements feature wedding couples dressed in controversial outfits suggesting that their fashion statement was not the "worst choice" they made but rather their decision to include shark fin on the menu. The campaign builds on WildAid’s “Celebrate with #NoSharkFin” initiative calling on the public to forgo shark fin at weddings and celebratory events. According to WildAid’s survey findings, more than half of urban Thais have eaten shark fin and, even more alarmingly, 61% plan to consume it again in the future. Survey respondents said they consumed shark fin most often at weddings (72%), family meals at restaurants (61%) and business meetings (47%). The shark fin trade is depleting shark populations, putting many species at risk of extinction, while also causing environmental degradation and fisheries collapse. An estimated 100 million sharks are killed every year and fins from up to 73 million end up in shark fin soup. Thailand is home to an active domestic market for shark fins, with many consumers unaware of the cruel practice of "finning" behind each bowl of shark fin soup: a shark’s fins are often cut off at sea and the shark is thrown back into the water to suffer and die slowly.