WSRI Project Book

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WSRI Project Book

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Transcript of WSRI Project Book

Page 1: WSRI Project Book

Page 00South African White Shark Reaearch Institute

WSRIProject Book

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1.0 Research 1.1 Research.........................................................................................................081.2 Communications Audit...............................................................................101.3 Creative Brief.................................................................................................141.4 Demographics................................................................................................15

2.0 Creative Development 2.1 Moodboards...................................................................................................182.2 Graphic Toolbox...........................................................................................192.3 Logo................................................................................................................202.4 Website..........................................................................................................222.5 Motion Graphic.............................................................................................24

3.0 Style Guide3.1 Logo Clear Space..........................................................................................283.2 Logo Use........................................................................................................293.3 Color Palette................................................................................................303.4 Typeface.........................................................................................................31

4.0 Final Designs 4.1 Stationery Packet........................................................................................344.2 Digital Media.................................................................................................354.3 Promotional Items......................................................................................374.4 Advertising....................................................................................................394.5 Credits............................................................................................................40

TABLE OF CONTENTS

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A CASE FOR SHARKS

DEAD SHARKS IMAGE

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I was young when I saw JAWS for the very first time. It had quite an impact on my young mind. I was scared as well as fascinated by this awesome killing machine that lived in our ocean and hunted humans. You see I really loved monsters when I was a kid. I used to draw pictures of the great white shark, as I was excited that this monster of a creature lived. I love dinosaurs too, but they were dead.

Then as I became a teenager and found Discovery Channel had launched Shark Week, I was hooked. I have watched faithfully for over twenty years. As I watched all of the documentaries, I began to change my mind about the shark. I learned that they did not roam the ocean hunting humans. The associated death of humans, were more often than not, a case of mistaken identity. For you see, from a shark’s point of view, people paddling on surfboards looked a lot like sea lions, a staple of the shark diet.

As the years have gone by, I have learn that thanks, in part to JAWS, sharks have been hunted to near extinction, though many are now part of the endangered species list. It’s my belief that every species has a purpose on this earth and has a right to live. No species should be hunted and slaughtered out of existence. In my mind, it’s no different than genocide. In addition to this startling fact, I learned that sharks are being killed for their fins, for soup, while the rest of the animal is discarded into the ocean. I became enraged when I found this out, which brings me to the topic of my campaign project book.

So where do we go from here? People whom believe, as I do, need to be advocates for these animals, to give them I voice. These graceful animals keep the oceans clean. They get rid of other sick and dying sea creatures as to not pollute the ocean. They keep the ecosystem in balance so that there is not a population explosion of any one animal, as to create havoc for the other millions of species that live in our oceans. We need to speak up and make others aware of the danger to ourselves if the sharks are no longer around to keep our oceans in balance. If we don’t speak up for these beautiful animals, then they are as doomed as the dinosaurs and then so are we.

Sean CofieldJuly 2011

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1RESEARCH

1.1 Research1.2 Communications Audit1.3 Creative Brief1.4 Demographics

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The great white shark is in danger of becoming extinct. In an effort to counter further devastation, the South African White Shark Research Institute is fighting to conserve and protect the great white shark population. But they are in need of our help. They can’t do it without public support. Increased funding is the biggest challenge they face, due to lack of government support, continued misconceptions, and negative public attitudes.The public must be further educated and made aware that the overfishing of the shark population will bring on an imbalance to the ecosystem, that threatens our existence as well.

In an attempt to increase funding opportunities and partnerships, the South African White Shark Research Institute is in need of a rebranded look and a redesigned website, to encourage more public involvement and by expanding their Adopt-A-Shark program. This campaign will be implemented through a multimedia campaign, which involves using targeted print ads, posters, banners, Web ads, and TV commercials, to create an emotional response in potential supporters, and draw them

138 Sharks are Killed Every Minute.to the company website. The look and feel of the website will be designed to entertain as well as educate visitors, giving them value for their time and soliciting them to become actively involved in shark adoption and conservation.

The great white shark is one of the most feared apex predators on Earth. These predators have been in existence since the age of the dinosaur. Throughout history the great white shark has been thought of as a mindless man-eater. Because of this, these powerful animals are on the verge of extinction. If something isn’t done, the great white will be no more and our ecosystem will be in serious danger. This paper discusses, examines, and explains how the Adopt-A-Shark campaign is expanding with greater impact, in an effort to increase funding for the further research and study of the great white shark. The objective is to rebrand the company by adding value to the user experience through a more dynamic website and through the their Adopt-A-Shark program. These ideas will be discussed in-depth throughout this paper.

The company name is the South African White Shark Research Institute. They are dedicated to the study, research, education and conservation of the great white shark. Through these programs, they offer study internships, shark diving and a shark expedition experience. The problem is: how can the company be more competitive in the marketplace by increasing funding opportunities? Their competitors are bigger institutions who have more international recognition and greater access to funding for their research. However, they share a common goal, which is, great white shark conservation. What are the possible ways the this company can partner with these organizations, and others, in an effort to make a greater impact with conservation, through awareness and education? The primary task is to rebrand the company’s image, through the company’s redesigned website, and the expansion of the Adopt-A-Shark program. The redesigned website will be more dynamic, interactive, and entertaining, which will add to the user experience. By creating a mobile shark-tracking app, visitors to the website will be able to track their shark around the globe, once they have completed the adoption process by becoming a member of the institute.

CompanyThe South African White Shark Research Institute has, “adopted a strong commitment to education at all levels, which has led, in only seven years, to the establishment of one of the worlds largest and most far reaching educational and conservation programs on sharks. Block busting movies such as Jaws have created a monster in our subconscious, and even in this enlightened age, many people shudder at the thought of a shark.This prevalent negative attitude towards sharks has produced a nonchalant and emotionless feeling to the slaughter of these beautiful dwellers of our planet. Just as the earth is our only home, it is also the only home to sharks and it is through determined education that we will make people realize this important fact.Without positive education as an antidote to false and negative publicity, we cannot win the battle to save our very endangered sharks. We need the support of the general public if we are to achieve our goals, and this goes hand in hand with education. (South African White Shark Research Institute, 2010).”

1.1Research

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1.2Communications Audit

CampaignThe first task for campaign project is to rebrand the South African White Shark Research Institute, beginning with the logo, moving on to all printed materials, and finishing with the website. The first phase of this will be to update the look of the logo, which is a dated, sketch drawing. By reinventing the logo into a clean and sophisticated graphic image, this will add visual punch to the institute’s brand. Once this is done, all printed materials, which includes; business cards, letterhead, brochures, advertisements, boat and vehicle graphics, and signage will be updated. All of these will reflect the new logo design and color scheme, keeping in mind, how the website will coordinate with all of this.

As of right now, the website is static and dated. It’s design and layout is very removed from the subject. The website does little to give a feeling that the institute loves and respects the subject of its content. The website is very matter of fact. Consequently, the website will be redesigned to be more dynamic, interactive, and entertaining. The website design will borrow from elements of Monterey Bay Aquarium website, as well as Discovery Channel’s Shark Week website. Both of these websites share aspects that will be incorporated into the refreshed design. However, the main prototype is the Discovery Channel Shark Week website, which visually represents a love, enthusiasm, and a respect for the great white shark.To make the website more dynamic, the addition of embedded videos and podcasts, as well as links to a Facebook and Twitter page, an up to date news section, and blog/forum section will be incorporated. This will go a long way into making the website experience more interactive, rather than passive. The more engaging the experience, the more visitors will want to stay at the website longer.While the institute’s website has an abundance of valuable information and data, the presentation is quite plain and boring. There is no life to it. Besides the informational content, there is nothing particularly exciting about the website, especially when you compare it to other websites that are similar in nature. By adding different sections for shark games, puzzles, anatomy, and trivia, this will give added entertainment value to the website’s content, by encouraging visitors to have fun, and explore the website further.

Currently, the website content for the adoption program states that, “You can also become an adoption parent in our organization. Every shark

that we adopt away to a proud parent has a history to tell. An adoption shark has twenty shares and you can choose to adopt just one share, or, you may want several or why not adopt a whole shark for yourself/you dive-club/company or circle of friends. This really makes a great gift.

As an adoption parent you automatically become a member and you will receive all the above-mentioned under memberships. In addition you will also receive an adoption certificate as well as an information sheet with data about your specific shark. This will cover information such as where and when the shark was sighted and earmarked for our records, how he/she behaved as well as special observations and features of your shark etc.When adopting a whole shark (i.e. 20 shares) we will also endeavor to get some video footage of your particular shark. (South African White Shark Research Institute, 2010).”

Not only will the program the named, Adopt-A-Shark, the program will be expanded, and include some additional items, which patrons receive when adopting a shark. First, is to design and create a mobile phone application, which the patron will get at no additional cost. This application will be capable of tracking your shark, wherever he/she may be travelling across the globe. This will make use of the shark’s tag and transmitter, giving a GPS location reading. In addition to receiving this mobile phone application, parents will get a picture of the shark and an Adopt-A-Shark t-shirt. Regardless of whether the patron decides to adopt one share or twenty shares of the shark, this will be given at no additional charge. The cost of one share of a shark is two hundred and fifty South African dollars and the twelve thousand for a whole shark.

Design DecisionsFor the rebranding of the company image, a strong, graphic element that signifies the essence of the subject, which is the white shark, is key to attracting potential partners and donations. In redesigning the website, the intention is to enrich the user experience by making the site more interactive and entertaining, through videos, podcasts, games, puzzles, and links to social networking sites. The design will be more representational of the brand as well as the character of the subject. The design will be more embracing of the subject and less detached, so that the visitor is encouraged to explore the website further and get involved by connecting with the interactive elements of the site.

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Advertising Media Spending money to build demand for the great causes of our time is as central to those causes as direct service — maybe more central, as it is the only way nonprofits have any hope of reaching the scale of the problems they confront (Pallotta, 2009). The audience that you want to target is not those who already contribute annually to shark conservation, but those people who don’t know the danger of shark extinction. The most effective advertising method for achieving awareness would be a multimedia campaign, that involves using targeted print ads, posters, banners, Web ads, and TV commercials that shock people with its visuals. The idea is to get these images and visuals in front of as many people as possible, since shark extinction is a global problem. Shark finning is a brutal practice. A shark is caught, pulled onboard a boat, its fins are cut off, and the still-living shark is tossed back overboard to drown or bleed to death. The wasteful, inhumane practice is done to satisfy a demand for shark fins, which can fetch as much as $300 per pound. The meat, on the other hand, is far less valuable, so fishermen toss it overboard to save space for more fins (Heimbuch, 2010). This is the major root cause of shark population extinction. There is no doubt: if nothing changes, sharks are going to be extinct soon. They are in desperate need of help, and are now getting assistance primarily from international ocean and shark conservation organizations (Schatz, 2010). The success of the advertising campaign will be pivotal in getting an increase in visitors to the web site in order to get them involved and make donations.

Design SpecificsFor the visual presentation of campaign pieces and the website, the main theme is the ocean, the white shark, and its environment. Colors will represent, not only the blue of the ocean water, but the colors, ranging in tone, of the white shark, which are, grey, black, white, and of course red.Images of the white shark, which is the most popular of the shark species, will be accompanied by images of other aquatic life, pertaining to the white shark, divers in shark cages, research vessels, as well as images of the main regions where the white sharks go to hunt year after year. In addition, organic textures such as sand and the white shark’s skin will be used to tie the colors and the layout together.

The typography for the printed pieces will be Helvetica Bold for the main headlines and regular Helvetica for the body copy. For the website, Bank Gothic will remain for the logo, though Arial Bold will be used for headers and headlines, with Arial Regular for the body content. Both of these

typefaces are chosen for their simple structure and easiness to read, both on printed materials and on the computer screen.

Why this Campaign?Shark attacks may be brutal and unrelenting, but so is the senseless murder of a species to the point of extinction. Passion and awareness are the keys to saving these majestic animals from further slaughter. Though many non-profit companies live on tight budgets, it’s important to use a portion of their income on advertising for the programs they offer as well as for the potential increased funding. The people that can be converted into followers, the better the chances for the shark species survival. But people need to be shocked, not by what sharks do to people when they are attacked, but what people do to sharks to get Shark Fin Soup. Through a refreshing rebrand and an updated, interactive web site, this institution will be more capable of competing and going toe to toe with the competition.

ConclusionThe great white shark is in danger of becoming extinct, due to overfishing and habitat destruction. However, this not only impacts the shark population it endangers the entire ecosystem, by eradicating the planet’s greatest predator. This in turn, affects us. Fewer big sharks in the oceans mean that bay scallops and other shellfish may be harder to find at the market, according to an article in the March 30 issue of the journal Science, tying two unlikely links in the food web to the same fate (Science Daily, 2007).

The mission of the South African White Shark Institute is to protect and conserve. Their conservation objectives are to change negative public attitudes towards sharks, through awareness and education. Because of negative public attitudes and lack of Government help, funding is one of the most difficult tasks facing this organization.Through a image rebranding, a website redesign, and an expansion of the Adopt-A-Shark program, this will create greater opportunities for increased funding as well as forming partnerships with other conservation organizations to ensure the survival of the white shark population and the extensive shark species.

By using color, typography, design, and interactive elements to the rebranding and website redesign campaign, this will help to further engage the audience and potential partner, by creating a emotional response, as well as a fun and educational experience. This will further encourage shark adoption and an invested interest in helping the shark species to survive extinction.

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1.3Creative Brief

The client name is the South African White Shark Research Institute. They are dedicated to the study, research, education and conservation of the Great White Shark.

The objective is to rebrand the company in an effort to increase funding and partnering opportunities, by adding value to the user experience, through a more dynamic website.

The needs of the client are to be more competitive in the marketplace by increasing funding opportunities. The primary task is to rebrand the company’s image, primarily through the company’s redesigned web site.

The timeframe for the deliverables is six months. The areas to be completed are:• Logo/Image redesign• Web site redesign, to better incorporate an interactive experience• Design a mobile application to track your adopted shark

The target group is college educated males and females, ages 24 through 65. These people are environmentally conscience and are interested in conservation. They are also parents and grandparents who want to educate their children, through an entertaining and fun way, which will spark enthusiasm to learn. These people are also students, scientists, researchers, conservationists, environmentalists, divers, investors, and shark enthusiasts.

The three Key Tenets of the Brand are education, conservation, and entertainment.

The purpose is not only educate, but to entertain, which will create enthusiasm to contribute financially, by adopting a shark, going on a shark expedition trip or diving experience, encourage visitors to stay on the web site for longer periods of time, and purchase the mobile shark tracker to locate where your adopted shark is in the world’s oceans. Using metrics will allow the company to measure profit growth as well as customer satisfaction.

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1.4Demographics

Conservationist

College Educated

Environmentally Conscience

Ages 24 - 65

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2.1 Moodboards2.2 Graphic Toolbox2.3 Logo2.4 Website2.5 Motion Graphic

2CREATIVEDEVELOPMENT

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2.1Mood Boards

2.2Graphic Toolbox

Synopsis:The shark species is alarmingly becoming extinct due to finning and overfishing. In an effort to combat this, the South African White Shark Institute is constantly striving to educate the world, how important these beautiful animals are to the ecosystem. This will not happen without additional funding for their programs and research. By rebranding their image, revitalizing their web site, and expanding their Adopt-A-Shark program, their goal is to increase funding and partnering opportunities. The target audience would be environmentalists, conservationists, animal protection avocates, teachers, students, shark enthusiasts, wild life photographers, documentary filmmakers, and shark enthusiasts.

Designer Notes:The images are of the white shark in its natural environment, swimming and hunting, but in a non-threatening manner to humans.

The textures represent the shark’s skin, the sand on the ocean floor, the ocean water, and the teeth of the white shark.

The typography makes use of rounded edges that are smooth and streamlined, just as is the great white shark.

The color palette is a mixture of the ocean in which the white shark lives and the colors of the shark itself.

Headlines and Taglines:

Every species deserves to live.Conservation through education and awareness.

Colors:

Textures:

South African White Shark Research InstituteRebranding Graphic ToolboxSean CofieldProject 5.4.3

Typography Samples:

Every species deserves to live.

Every species deserves to live.Conservation through education and awareness.

Conservation through education and awareness.

Old Logo:

C: 100M: 85Y: 0K: 13

PMS 2747C

R: 19G: 61B: 141

PMS 293C

C: 100M: 57Y: 0K: 2

R: 0G: 103B: 177

PMS 652C

C: 50M: 25Y: 0K: 10

R: 115G: 153B: 198

PMS 5435C

C: 13M: 3Y: 0K: 17

R: 185G: 199B: 212

PMS 7537C

C: 3M: 0Y: 10K: 20

R: 202G: 206B: 194

New Logo:

WSRI

WSRI

PMS 186C

C: 0M: 100Y: 81K: 4

R: 227G: 24B: 55

Images:

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2.3Logo Development

WSRI

Final Logo Solution

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2.4Website

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2.5Motion Graphic

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3.1 Logo Clear Space3.2 Logo Use3.3 Color Palette3.4 Typeface

3STYLE GUIDE

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WSRIThe logo should be clearly and prominentlydisplayed on all visual pieces. Preferredplacement should be at least 0.5 inchesfrom all text, edges of paper, gutter, border,or visual.

3.1Logo Clear Space

WSRI WSRI

The logo may only be reproduce in White, outlined in Black, with Black lettering or White outlined in Blue (PMS 2747C), with Blue lettering.

The font used is Explora regular in all caps. No other font may be used or substituted. The font is to be in either solid Blue or Black or White, but it is not to be outlined.

WSRI

WSRIThe logo may not be squeezed or stretched.

The logo font may only be directly below the logo image. The logo font may not be beside or above the logo.

WSRIWSRI

3.2Logo Use

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Colors:C: 100M: 85Y: 0K: 13

PMS 2747C

R: 19G: 61B: 141

PMS 293C

C: 100M: 57Y: 0K: 2

R: 0G: 103B: 177

PMS 652C

C: 50M: 25Y: 0K: 10

R: 115G: 153B: 198

PMS 5435C

C: 13M: 3Y: 0K: 17

R: 185G: 199B: 212

PMS 7537C

C: 3M: 0Y: 10K: 20

R: 202G: 206B: 194

PMS 186C

C: 0M: 100Y: 81K: 4

R: 227G: 24B: 55

The colors in the base palette are to be used as a guide when choosing colors for marketing,advertising and Web projects. These colors are to be used as a guide and not intended to be used as a match unless PMS colors are provided. Colors that clearly represent other brands should not be used.

3.3Color Palette

ExploraabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Portago ITCabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Bitstream Vera Sans BoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Bitstream Vera Sans RomanabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

The following are the acceptable typefaces to be uses throughout all advertising and communication materials.

Typeface

3.4Typeface

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4.1 Stationery Packet4.2 Digital Media4.3 Promotional Items4.4 Advertising4.5 Credits

4FINALSOLUTION

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4.1Stationery Packet

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4.2Digital Media

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This commercial is meant to run on various TV channels that advocate conservation, including but not limited to, the Discovery Channel, Animal Planet, PBS and National Geographic.

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4.3Promotional Items

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This is the Shark Tracker mobile phone app, which is included when a membership is purchased. The purpose of this app is to track the shark that has been adopted. You will be able to track its movements and locate your shark wherever it may be in the world at any given time.

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4.4Advertisments

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Research References

Coloribus Global Advertising Archive. (2002). Shocking Shark Protection Ads — Anti-shark-fin Soup Campaign: FRIENDS. Retrieved on November 14, 2010, from http://www.coloribus.com/focus/shocking-shark-protection-ads/3800705/

Discovery Channel Shark Week (2010). Retrieved on November 7, 2010, from http://dsc.discovery.com/tv/shark-week/

Heimbuch, J. (2010). Shark Finning – The Big Picture of a Big Problem. Retrieved on November 14, 2010, from http://planetgreen.discovery.com/travel-outdoors/shark-fin-ning-the-big-picture-of-a-bg-problem.html

Monterey Bay Aquarium Saving White Sharks (2010). Retrieved on November 7, 2010, from http://www.montereybayaquarium.org/cr/whiteshark.aspx

Pallotta, D. (2009). Why Nonprofits Should Invest More in Advertising. Retrieved on November 14, 2010, from http://blogs.hbr.org/pallotta/2009/05/why-nonprofits-should-spend-mo.html.

South African White Shark Research Institute Conservation and Education. Membership and Adoption (2010). Retrieved on November 7, 2010, from http://www.whiteshark.co.za/

Schatz, T. (2010). An Ad Agency for Sharks: The Sharkproject is Fighting to Save the Oceans’ Best Hunters. Retrieved on November 14, 2010, from http://www.atlantic-times.com/archive_detail.php?recordID=2210.

Scientific American. Is the great white shark slowly slipping into extinction? Retrieved November 20, 2010, from http://www.scientificamerican.com/blog/post.cfm?id=is-the-great-white-shark-slowly-sli-2010-02-25

University of Miami (2007, March 29). Overfishing Large Sharks Impacts Entire Marine Ecosystem, Shrinks Shellfish Supply. ScienceDaily. Retrieved November 20, 2010, from http://www.sciencedaily.com /releases/2007/03/070329145922.htm

4.5Credits

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Image Sources

Image, 38M2651-35-great-white-shark.jpg, Copyright OceanwildImages.com

Image, 6a00d8341bf67c53ef00e553cce52d8834-800wi.jpg, found at http://blogs.dis-covery.com/photos/uncategorized/2008/07/22/conservation2sharkfinning.jpg

Image, F201003101558341280417056.jpg, Copyright Don Carpenter – National News and Pictures

Image, ist2_2307283-great-white-shark.jpg, Copyright iStockphoto.com

Image, ist2_8844849-great-white-shark.jpg, Copyright iStockphoto.com

Image, 43835232_75e89d6c9e.jpg’ found at http://greatwhitesharksadaptations.blogspot.com/2011/01/great-white-sharks.html

Image, ushark.jpg, found at http://honeybeeinthecity.blogspot.com/2009_11_01_ar-chive.html

Image, great-white-shark-002.jpeg, Copyright elasmodiver.com

Image, great-white-and-diver-649471-xl.jpg, Copyright David Doubilet

Image, Great_White_Shark.jpg, Copyright corbisimages.com

Image, sharktag6.jpg, Copyright Heather Fener, courtesy Wildlife Conservation Society

Image, 6a00d8341c630a53ef010536caf0c3970b-800wi.jpg, Copyright Newsday

Image, page5_1.jpg, found at http://digitalliquid.us/Fatal%20Shark%20Attack/Sola-na%20Beach.html

Image, article-1248530-0510E6CC0000044D-731_468x354.jpg, Copyright Alamy

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South African White Shark Research Institute PO Box 50775, V & A WaterfrontCape Town 8001, South Africa

www.sawsri.co.za

Designed by Sean [email protected]