Changing public perceptions

Parkview Arts Action
Challenges

On Sharks and Humanity was an art exhibition inspired by organiser Parkview Art Action’s passion for ending the international shark fin trade. Presented by the Hong Kong Maritime Museum, the multidisciplinary collection was sponsored by Hong Kong Parkview in partnership with the international non-profit organization WildAid. The challenge was to highlight the important role art can play in driving societal change, focusing on the 36 internationally acclaimed artists who united to create artworks that challenged their audiences, while generating widespread conversation to shine a local and international spotlight on the impact declining shark populations is having on the global marine ecology.

Solutions
  • A holistic and integrated strategy was developed to ensure principle objectives were included in all communications; Shark preservation is critical, declining shark numbers pose a fundamental threat to the health of the world’s oceans, prevailing prejudices about sharks must be challenged, and Hong Kong’s big restaurant groups need to phase out all shark fin from their set menus
  • Developed strong messaging and impactful storylines for pitching to generate widespread conversation
  • Demonstrated the powerful relationship Art can have on Society
  • Worked with stakeholders to develop and promote a diverse programme of activities and workshops that were interactive, educational, and appealed to all ages, ranging from tours, family programmes and workshops led by artist Peggy Chan and WildAid Campaigner Alex Hofford
  • Advised and coordinated development of collaterals and arranged a high profile panel discussion for the media preview, securing TV personality Sean Lee Davis to moderate, as well as managing VIP Opening Event with Government officials, 300 guests and news media
  • Secured and managed multiple partnerships including the Chinese University of Hong Kong, Hong Kong University, ICBC, Sovereign Art Foundation, Artnet and Antron.net, and coordinated with stakeholders Metroplex and Willis Towers Watson
  • Secured prime retail space for free advertising in Times Square
Li Jiwei Forgotten Landscape On Sharks and Humanity Image Courtesy of Parkview Arts Action - Changing public perceptions
Outcomes
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+261
media articles and stories in local and international publications and social media channels, with a reach/circulation of +167m
Visitors
+30,000
museum visitors over 2 months
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+25
interviews with spokespeople in prominent local and international publications
  • + 50 media attended over the project period
  • 13 broadcast features across international channels including: CNN, Discovery Channel, Cable TV, AFP, The Central News Agency
  • Feature articles in all local newspapers and in leading arts media
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