These Special Surfboard Fins Protect the Shark, Not the Surfer, in the Event of an Attack

Leo Burnett presents 'A Fin for a Fin'

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Seeing videos of surfers getting attacked by sharks freaks us out. And that fear can mount to hysteria. When a shark attack happens, it often leads to crazed hunting to reassure the public and the surfer’s family, at the expense of the ocean’s fragile ecosystem.

“It’s their domain,” says Hawaiian surfer and shark attack survivor Mike Coots. “We know the risks when we get in the water. Yet when there’s an attack, we seek revenge.”

Coots is now serving as ambassador for “Fin for a Fin,” a campaign that seeks to put an end to this eye-for-an-eye mentality.

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