SHARK BAIT

Jason’s journey from shark-fearing surfer to passionate advocate for the protection of sharks through epic drone footage documenting and celebrating human interactions with marine life, is a story that has the power to connect with a mainstream audience and build broad support for ocean conservation.
Humans kill around 100 million sharks a year. Preaching to the converted won’t save our oceans, we need to let them experience the transformation for themselves. Getting rid of Bondi’s controversial shark nets, empowers local action to improve global ocean health. The wildly popular Drone Shark social media channel is a proof of concept for audience appeal. And the Valerie Taylor prize for changing perceptions of sharks in Sydney waters is another proof of concept for the potential impact of his message. The shock melanoma diagnosis has Jason spreading the Sun Smart message, saving lives in other ways. The devastating Bondi terrorist attack revealed the real threats are not where we expected. And through Jason and Ange, we witness the power of a community united in care and compassion for one another, a message they will take out into the world.

Protecting the world’s sharks, celebrating healthy oceans.
By seeing the sharks in and around Bondi that are not interested in humans, we can change perceptions about shark interactions. Understanding that the low incidence of shark attack is not due to shark nets – because they are not there all year round.
At a local level Bondi is the ideal beach to remove the shark nets and increase other non-lethal shark mitigation strategies. More drones. Invest in sonar detection and other tech-based solutions to eliminate the need for baited drumlines.
Valuing sharks, not fearing them, and recognising their role in healthy marine ecosystem.
Beach safety needs to focus more on water safety – understanding rips and currents are a bigger threat. And that sun protection will save more lives than shark nets. Australia having the highest incidence of skin cancer in the world.
The Bondi Terror attack and the healing that begins in the days and weeks after urge us to focus on our shared humanity.

Changing attitudes to sharks, especially critically endangered Grey Nurse Sharks. Awareness of importance of sharks to the ecosystem. Feeling emotionally connected to the marine life through the spectacular footage, and being motivated to take care of our oceans.
Short term. Watch film and.. feel differently about sharks. Change attitude to sharks from fear to healthy respect, admiration, even love for them. Understanding the role they play in a healthy ecosystem. Also awareness of those other greater risks at the beach; drowning, and skin cancer.
Medium term behaviour change inspired by the film…Less talk about the need for shark nets/culls in the mainstream community. Schools foster a desire to look after our oceans and protect marine life, especially sharks. From governments – Improved non-lethal shark mitigation strategies around our beaches.
Getting skin checked. Thinking of rips when entering the water, not sharks.
Long term: More focus on the value of sharks to the ecosystem.

Sarah is an involved Bondi ocean swimmer, and swims with Ange and the Bondi Swimblers at sunrise most days. Over the last 5 years she has developed deep connections in the community, many of whom were directly involved in the tragedy of the Bondi shootings. She experienced the power of that magnificent community support during the attack, in a deeply affecting way.

To reach middle Australia, a streamer/broadcaster is ideal. Drone Shark has passionate supporters in the mainstream media. Plus a global social media following.
Ange as an educator, and Sarah’s extensive advertising career as a Creative Director, Director of Strategy Planning and board director at Clemenger BBDO Melbourne sees her ideally placed to develop partnerships and create campaigns to achieve specific objectives against discrete audiences.

Protect our oceans and its marine life – from rubbish, overfishing, shark culling.
Beach safety has more to do with swimming between the flags, so avoiding rips is more important than worrying about sharks. And skin cancer is the real killer, so get your skin checked.
Choose love over hate. Love sharks, because they are keeping us all safe. Love each other, because we all share this one planet and united we are magnificent.