I came across a campaign run by Lush a few years back. It raised awareness about sharks and shark finning. Shark finning is removing a shark’s fin that is later used for shark fin soup and traditional cures:
Shark finning refers to the removal and retention of shark fins and the discard at sea of the carcass. The shark is most often still alive when it is tossed back into the water. Unable to swim, the shark slowly sinks toward the bottom where it is eaten alive by other fish.
According to Lushusa.com the consequence of killing sharks could be devastating:
Sharks are considered an apex predator; they’re at the top of the ocean’s food chain. Apex predators are responsible for keeping their ecosystems in balance, so this unnatural disruption of their population could have potentially devastating effects for the future of our oceans.
Lush, a natural and cruelty-free brand of handmade cosmetics, partnered with Discovery Channel’s Shark Week and Fin Free to raise awareness of this global issue:
In August of 2014, we partnered with Discovery Channel’s Shark Week and Fin Free, creating a global campaign that allowed citizens to take a stand for sharks in their own communities. A 30-second commercial promoting shark conservation produced in partnership with Discovery and Fin Free aired during Shark Week, the network’s highest rated week of the year.
Lush also came up with a limited edition Shark Fin Soap and they donated all the profits to organizations dedicated to the protection and conservation of sharks. Lush encouraged their customers to take selfies with the soap and post it on Twitter and other social media with #savesharks.
According to Lushusa.com the campaign was successful:
The 2014 campaign was so successful that we did it again in 2015! The 2015 campaign raised $250,000 for United Conservationists through the sales of Shark Fin Soap and collected thousands of signatures for a petition to ban the shark fin trade in North America.
As you can see there can be big inspiring ideas behind a simple thing, such as soap. I would love to see Lush doing something similar in the future.