Fin For A Fin

Breaking a vicious cycle
through innovation

THE CHALLENGE

The ocean is a shark’s domain. Yet, when there’s an attack on a surfer, it fuels an atmosphere of hysteria that leads to vengeful culling. We set out to break this cycle.

THE CREATIVE SOLUTION

We gave surfers a voice on the issue by creating Fin For A Fin.  This specially marked surf fin alerts authorities to a surfer’s wishes for the shark not to be killed in the event of an attack. Surfers can now tell the world, “If my life’s taken, don’t take theirs.” A global online registry allows surfers to record their wishes, letting everyone know they want the shark protected. With minimal media investment, Fin For A Fin reached over 31 million people and sparked a conversation to end revenge killings.

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