DEMA and Youngblood Hawke, a Los Angeles based band, have teamed up to create a Public Service Announcement (PSA) aimed at boosting awareness of the increased demand for shark fins and the devastating effect it is having on the global shark population.
Youngblood Hawke's break-out single "We Come Running," features the band underwater, playing music and scuba diving with sharks in the Bahamas diving with DEMA-Member operator Stuart Cove's Dive Bahamas. Despite the playful feel of the video, the band delivers a deeper message of the importance of environmental conservation in this vital public service announcement.
The 30-second PSA informs consumers about this issue and emphasize the drastic effects that killing one of the top ocean predators for frivolous items, such as shark fin soup, has on the marine environment and beyond. It encourages consumers to join the diving industry in their commitment to ban shark finning.
More than 70 million sharks are killed each year, many simply so their fins can be taken for consumption. Primarily the fins are used to make shark fin soup and after the fins are removed the remainder of the animal is often discarded into the sea to die. Without the presence of this apex ocean predator, the entire ocean ecosystem is thrown out of balance. Taken to the extreme, this out-of-balance situation endangers the health of the oceans and everyone on earth. For more information on DEMA's public service announcements visit www.dema.org.