My Fin My Life
Campaign 2016
Why are sharks important?
Most shark species are at the top of the marine food
chain
They keep populations of other fish in check and
healthy, which helps to stabilise marine ecosystems.
Sharks tend to eat efficiently by going after the old, sick
or slower fish within the population they prey on.
Sharks are considered a “keystone” species; if they are
absent, the marine ecosystem loses its balance.
What is their status globally?
It is estimated that at least
100 million shark individuals are
killed per year.
LIVER OIL
•
The high demand for shark fin is
currently the main driver of
unsustainable fishing for sharks
globally.
•
Targeted capture for fins and
indirect capture (bycatch) leads to
overfishing of sharks.
•
Global shark tourism generates
revenue of around US$314 million
annually and is expected to keep
growing to a potential $780 million
annually over the next 20 years.
FINS
CARTILAGE
Sharks
Data
deficient
Critically
endangered
Endangered
Vulnerable
Near
Threatened
Least
Concern
What is their status in Malaysia?
Major Shark Producer
9 out of World’s Top 20
We are a major shark producer
with a large consumer market
for shark fins
Ranked 9th in the world’s top
20 shark catchers from 2000 to
2010
54% Increase
In the past 10 years, the
volume of shark fin
consumption has increased by
an average of 54% per year
84% Domestic Consumption
On average, 84% of shark fin
imports are consumed domestically
Malaysia
3rd largest importer
World’s 3rd largest importer
of shark fin from 2000 to
2011
10th largest exporter
World’s 10th largest exporter of
shark fin from 2000 to 2011
Malaysian Consumption Statistics
Volume of Shark Fin Soup Consumption in the P12M
Shark Fin Soup was consumed on average twice in the
last year, with one serving each time
Times
1.9
a year
x
1.2
Bowls
each time
=
Bowls
2.3
Restaurant
Home
1.88 times
0.03
Restaurant
times
•
•
•
•
Base: Those who have eaten shark fin soup in the past 12 months (n=34 #)
A3a. How many times have you eaten shark fin soup in the past 12 months?
A3b. On average, how many bowl(s) of shark fin soup have you eaten each time?
A4. Of the xx times that you consumed shark fin, how many of these were at restaurants, and how many were at home?
a year
Malaysian Consumption Statistics
Consumers:
Shark fin soup
consumers are
most likely to be
of Chinese
ethnicity (76%)
Occasion: Shark
fin soup is strongly
tied to gatherings /
celebration such as
weddings (85%)
Trend: Shark fin soup
consumption decreased in
the past 6 months (44%
decline) and 56% expect to
decrease consumption in the
coming 12 months
Reason for decline: Driven
by shark protection gaining
more public concern (85%),
environmental concerns
(65%) and a change in
dining culture (55%)
According to WWF 2015 survey, respondents said the drive to change one’s behaviour
on shark consumption has to come from within (‘my own decision’ 32%) but Social
Media (30%) and Environmental NGOs (10%) do have influence.
My Fin My Life Campaign
GOAL: To reverse the present scenario of high shark fin consumption in
Malaysia by engaging the public and businesses to unanimously pledge
not to consume shark fin soup and products.
TARGET AREA: KL (Klang Valley), Penang (Island) & KK
OBJECTIVES:
• To sensitize 20,000 restaurants to phase-out shark-fin soup from menu.
• To engage 1,000,000 Malaysians to support the call for ‘no shark-fin soup’.
• To commit 500 businesses to remove shark-fin soup from menu or dining.
KEY MESSAGE: SAVE SHARKS—SAVE OUR FUTURE; NO SHARKS—NO SEAFOOD
Sustaining sharks will sustain oceans and seafood
a) Sharks help maintain the health of coral reefs and protect vital sea habitats.
b) Cutting short sharks’ existence will cut short our own supply of seafood and
food security.
c) Consumers, businesses and government should work together to minimize
human impacts on sharks and the marine ecosystems.
‘My Fin My Life’
Campaign 2016
Main partners:
Supported by:
CAMPAIGN KICK-OFF EVENT AND
LAUNCH IN PENANG
[16 – 18 January 2016]
500+ public pledges
retrieved over 3 days
Launch of the Penang ‘My Fin My Life 2016’
Campaign by YB Phee Boon Poh, Penang State
Exco for Environment, Welfare & Caring Society
& Dato’ Dr Dionysius Sharma, Executive Director
/ CEO of WWF-Malaysia
CAMPAIGN KICK-OFF EVENT AND
LAUNCH IN PENANG
[16 – 18 January 2016]
CAMPAIGN EVENT AND LAUNCH IN
KOTA KINABALU [27 – 28 February 2016]
450+ public pledges
retrieved over 2 days
Launch of ‘My Fin My Life 2016’ Campaign in
Kota Kinabalu by YB Datuk Seri Panglima
Masidi Manjun, Minister of Tourism, Culture
and Environment Sabah & Dato’ Dr Dionysius
Sharma, Executive Director / CEO of WWFMalaysia
CAMPAIGN EVENT AND LAUNCH IN
KOTA KINABALU [27 – 28 February 2016]
CAMPAIGN EVENT PUBLIKA [8-10 April 2016]
The We Are All Together (WAAT), Art Exhibition Tour 2016:
Endangered Species Conservation event is organised by
Creative Volts, with Shark Savers as a campaign partner.
Activities: display of endangered animal species
sculptures, shark-related art pieces and paintings, and a 13feet shark sculpture.
My Fin My Life campaign participated by collecting pledges
from public to say no to shark fin soup. This preview is for
WAAT’s official launch and exhibition at 1 Utama Shopping
Centre from 13 to 29 May 2016.
1,000,000 Individual Pledges
MYFINMYLIFE.COM
Trend the hashtag:
#myfinmylife / #鲨不能无翅
•
Facebook: Save Our
Seafood (S.O.S) Campaign
•
Twitter: @SOS_Malaysia
•
Instagram: @sos_my
Pledge to break the bowl
@ myfinmylife.com or
Scan QR code
Thank you
For more details, please email to
Amierah Amer: [email protected] (Penang)
Kimberly Chung: [email protected] (KK)
Chitra Devi: [email protected] (KL)
wwf.org.my
myfinmylife.com