Campaign: Coffin
WPP company: Y&R Shanghai
Client: International Fund for Animal Welfare (IFAW)

Millions of sharks are killed each year for their fins, the famous ingredient in shark-fin soup. Y&R created an awareness campaign for IFAW, encouraging people to refuse to eat shark-fin soup and restaurants to stop serving it.

Results:

700,000 people pledged support; 11% of Shanghai restaurants no longer serving shark-fin soup.

Chapter 2 of 10

20%