The "Don't let sharks become memories!" campaign was launched to raise public awareness over the importance of shark protection by refusing to eat shark fins at the Beijing Zoo last Friday.

Journalist Zhang Quanling calls for the media to eliminate misconceptions about sharks and fight shark finning. The "Don't let sharks become memories!" campaign was launched to raise public awareness over the importance of shark protection at Beijing Zoo last Friday. [Jiao Meng]

Sharks have occupied Earth's oceans for 400 million years, playing an important role in maintaining the ecological balance. However, to fulfill rich people's desire for shark fin soup, fishermen cut off shark fins and throw their bodies into the sea. Sharks who lose their fins sink into sea floor, becoming easy targets for other predators.

The campaign, co-sponsored by Roots & Shoots Beijing Office (R&S) and Humane Society International (HSI), has initiated a signature pledge to allow people to show their support for ending the cruel practice of shark finning. The campaign plans to collect 5,000 signatures from people who pledge to stop using shark fin products.

Before its launch, R&S conducted a survey in six colleges in Beijing to find out students' consumption attitudes towards consuming shark fin as well their awareness of sharks' importance.

A stage show demonstrates the process of obtaining shark fins. [Jiao Meng]

"The survey showed among 754 interviewees, 67 percent had never eaten shark fins, and 54 percent didn't know the brutal way to obtain shark fins. About 62 percent didn't know the bad influence brought by overfishing sharks, said Lei Chen Wong, executive director of R&S. "The data shows that public lacks common sense on this issue and there is a lot of work to be done."

According to He Yanqing from HSI, improvement in living standards and modern fishing techniques have devastated the shark population. "People eat sharks fin because they believe it's precious and symbolizes higher social class. I think it's time to change," He said.

In addition to the signature drive, the nationwide campaign includes the informative "The costs behind a delicacy" photo exhibition.