One of the smarter ideas for shark conservation can be found with the folks behind Shark Truth.
Claudia Li and Vivian Kwong decided to tackle the cultural and gastronomic issue of shark fin soup "one bowl at a time" with an informative website targeting wedding couples who decline shark fin soup at celebrations.
This is change from within a culture, and this duo should be congratulated for what inevitably is a tough uphill battle.
That battle recently got a boost with some very good media last week.
Congratulations to both for the website and the initiative!