The demand for shark fins has plunged, as shark fin soup is no longer fashionable in China, reports the Washington Post. In fact, both the Chinese and Hong Kong governments have now banned the soup from official functions.

The anti-shark fin soup ad below, created by WildAid, featuring NBA star Yao Ming has played a huge role in creating widespread public awareness on the issue.

“People said it was impossible to change China, but the evidence we are now getting says consumption of shark fin soup in China is down by 50 to 70 percent in the last two years,” Peter Knights, executive director of WildAid, told the Washington Post.

Another chilling social awareness campaign on the issue was launched by the International Fund for Animal Welfare, one of China’s most prominent animal welfare organizations in partnership with Y&R Shanghai.

Shark-sized coffins were used to emphasize the killing of over 73 million sharks every year just for shark fin soup.  Visitors to the exhibition were asked to sign a petition pledging their Support to stop eating the well-known Chinese delicacy, which more than 49,000 people signed.

Check out the photos from the exhibition below (All images by Handsome Wong via Designboom)