Give Em the Fin was a free, international campaign created to raise awareness about shark conservation—one of Sea Save Foundation’s foundational objectives. Participants first learned about the vital role sharks play in ocean ecosystems, then joined a global movement by taking action. They snapped digital photos of themselves—individually or in groups—making the “fin” gesture: placing the heel of one hand atop the head with the palm upright to symbolize a shark’s dorsal fin.
These images were combined to create a striking digital mosaic: a watercolor-style ocean scene composed of more than 30,000 individual photos, each one a “pixel” of collective support. This mosaic was more than art—it was a visible statement of global solidarity for shark protection.
Like all ecosystems, the ocean is made up of interconnected communities that form a delicate web of life. Removing a key player can trigger cascading effects throughout the entire system. Sharks, as apex predators, are essential to maintaining ocean balance, yet they are under relentless assault for their fins.
Shark finning—often driven by demand for shark fin soup—removes millions of sharks annually and destabilizes marine ecosystems. While awareness is growing, powerful international business interests continue to profit from this trade. True change requires reducing consumer demand and educating the global community about the far-reaching consequences of removing sharks from the oceans.
Give Em the Fin turned education into action. This interactive campaign launched a worldwide conversation about the importance of sharks and the dangers of shark finning. It engaged children, adults, students, scientists, and entire communities, using a simple gesture and shared images to spark interest, spread knowledge, and inspire action.
Our original objective was bold: to bring this collective voice directly to international decision-makers. That goal was achieved when the completed mosaic was broadcast at CITES CoP17, serving as a powerful visual demonstration of worldwide support for shark protection.
The campaign’s popularity also earned Sea Save an extraordinary opportunity to raise awareness on an even larger stage: Times Square in New York City. The mosaic and campaign messaging were displayed for the public, proving that a simple idea could resonate globally and shine a spotlight on the urgent need to protect sharks.