Whale song may sound calming, but since hundreds of them are slaughtered every year, it’s more likely that these gentle creatures are screaming out with anger, pain and fear.To communicate the suffering of whales and promote Sea Shepard’s cause, we created an entirely new musical genre, “Whale Death Metal”.Disruptive death metal radio spots on easy listening radio stations exposed listeners to whale song that conveyed the rage and despair that whales must really feel, and encouraged them to join Sea Shepherd in their fight to end commercial whaling.

We wanted people to realise that eating Bluefin tuna is like eating panda. We offered panda meat for sale online (www.panda-meat.com) and through sampling booths set up in supermarkets, street markets, and travel fairs.

“You sick bastards.” “How could you kill pandas?” And “I’m calling the police.” were the most common initial reactions. But once we pointed out the double standards, it was “Really? I didn’t know.” And “I’ll never eat Bluefin again.” 171,467 people pledged to give up eating Bluefin. Needless to say, no pandas were harmed in the experiment.