Leo Burnett Melbourne has partnered with Glide Fins to launch FIN FOR A FIN, a social enterprise producing specially-marked surf fins that alert authorities to a surfer’s wishes for a shark not to be killed, in retaliation to an attack.

Fronted by ambassador Mike Coots, a Hawaiian surfer and shark attack survivor, FIN FOR A FIN aims to put an end to the eye-for-an-eye mentality.

Profits from the high-performance fins will go toward protecting both sharks and surfers by funding shark alert network Dorsal and shark education and research charity Tag For Life.

FIN FOR A FIN is also developing a global registry that records the surfer’s wishes, letting next of kin and authorities know they want the shark protected.

Alex Metson, senior creative at Leo Burnett Melbourne, said: “Some of us here are surfers, some aren’t. But we all believe in the protection of the ocean, and that every person has the right to have his or her voice heard in the event of tragedy.

“There will be people that don’t agree with us, but judging by the response so far, there’s a large, passionate group of surfers who do.”

FIN FOR A FIN has received support from Aussie shark attack survivor and advocate Paul de Gelder, pro surfer Claire Bevilacqua, as well as other surfers and conservationists across the globe.