Challenge - to create a campaign to change a common fear people have.

 

Sharks are deeply misunderstood creatures becuase of the way the media has portrayed them, so we decided to try and promote shark conservation and help people get over their fear of sharks by encouraging them to go shark cage diving. The organization Oceana is focused primarily on the conservation of our world's oceans, so we felt that this would be the perfect organization to launch our campaign. 

 

Campaign - The campaign uses statistical facts to prove that humans are more likely to die from random, everyday objects or events than sharks. Our primary goal is to convince people to go cage diving with sharks to learn more about the species. Our secondary goal is that if we can't convince people to go cage diving, we can help change their fearful thoughts about sharks to get them involved with shark conservation, to join local volunteer groups, and to help educate others about sharks.

 

We targeted mainly adults who are 25 to 45 years old who live in Coastal regions and already have an interest in conservation of some sort. They may not be involved in any groups currently, but they do have a strong desire to help others. They love traveling, whether it's near or far, and enjoy taking on new experiences. They may be fearful of sharks, but not enough that their opinion can't be changed.

The ads tell the viewer to either sign up for a local cage diving exploration or to visit the website provided. The website offers a variety of options to the users, with one being an easy way to locate the nearest cage diving exploration to them. Along with this, the user can read facts about sharks, donate to a cause, or read about the recent news around sharks. 

 

Along with the website and ad campaign, there will be an experiential video. Following the lines of "Punk'd" or a scarecam, we will hijack a vending machine to start falling over (but of course not enough to injure anyone) after the person enters in their snack order. After the vending machine goes back to it's original, upright position, the person can retrieve their snack, and on the package there will be a sticker saying "Vending machines kill 13 people every year. Sharks only kill 5. Who's the monster now?" There will be a hidden camera next to the various vending machines that are hijacked, which will give us footage to compile a short, but funny, YouTube video to aid in Oceana's campaign. It will be featured on their blog and YouTube channel.