Swissôtel and Fairmont have teamed up with a conservation group to pledge a shark fin-free Chinese New Year.

Two of the company’s hotels in Singapore, Fairmont Singapore and Swissôtel The Stamford are working with Singapore-based marine conservation group, Project Fin, to spread awareness about the damaging shark fin trade among the local community.

This campaign includes a major social media drive, through which Facebook users are requested to change their profile pictures to that a paper shark. In just a month since its launch, the campaign already garnered over 900 Facebook shares.

In addition, local wildlife volunteers will join hands with hotel staff to hand out car stickers bearing the campaign picture, as part of a Chinese New Year giveaway bag including the more traditional red packets and oranges.

Fairmont and Swissôtel have already removed shark fin dishes from their restaurant menus.

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