Messaging Framework

Image by Charles Hood

Unifying Shark and Ray messaging across AZA Zoos and Aquariums

The AZA SAFE Shark and Ray Messaging Framework has been developed in consultation with a cross-section of the shark science community. The Framework links to the communication priorities of global scientists working on shark research and conservation, and is organized into 4 broad themes under which specific messaging about sharks and rays can be developed and tested. 

Sharks and Rays are Amazing

Sharks and rays are marvels of natural selection. Over the course of 400 million years, a staggering array of 1,200 species have evolved diverse physical and behavioral adaptations that have afforded them a critical role in marine food webs and ocean health. Our understanding of sharks and rays is ever-evolving, with new species being discovered and described all the time. However, there is still much to be learned to properly support effective, science-based conservation for all species.

Messaging should aim to…

  • Highlight the diversity of shark and ray species in your facilities, and in the wild.
  • Engage with youth and children with excitement, sharing the many cool adaptations of different species.
  • Emphasize the role sharks play in contributing to a healthy ocean ecosystem. From filter feeding species, like whale sharks and basking sharks, to top ocean predators, sharks are necessary for a thriving and balanced ocean environment.
  • Sharks and rays live in diverse aquatic habitats. From the cold waters of the North Atlantic to warm, tropical reefs, the deep sea to shallow waters, including some freshwater species, they have adapted to thrive in a variety of habitats.

Less effective messaging will…

  • Only refer to the few species we see regularly in the media i.e., great white sharks, manta rays
  • Use negative language when referring to human encounters with sharks and rays, i.e. “attack”, “man eater”, etc. 
  • Generalize sharks as having single characteristics (e.g. sharks are…).

Sustainable Shark and Rays

Insufficient limits on fishing and trade in the face of strong demand for shark and ray products (including fins) and limited biological resiliency have resulted in serious declines in many wild populations around the world, requiring immediate action. Overfishing and bycatch issues can be addressed by purchasing sustainable seafood and participating in advocacy efforts supporting strong, science-based management.

Messaging should aim to…

  • Use clear, concise messaging about the causes of threat for sharks and rays. Overfishing is the primary threat for 100% of threatened sharks. Taking action that addresses excessive and unsustainable fishing practices, supporting sustainability when we shop, and supporting science-based conservation efforts and campaigns are ways we can help and be involved. 
  • Highlight solutions and the potential for positive change. Showcase examples of positive campaigns and conservation successes.
  • Choose inclusive language in your messaging. Share actions anyone can do! i.e., choosing sustainable seafood, community science, using their voice to support campaigns.

 Less effective messaging will…

  • Focus on one fishing practice (finning) or introduce too many threats faced by sharks and rays. i.e., climate change, marine debris/plastics, loss of habitat, etc.
  • Focus on statistics or irrelevant numbers or facts, you will lose the audience quickly.  i.e., 100 million sharks killed annually, etc. (see Portuguese Man-o-war Trap).
  • Project feelings of helplessness or insurmountable problems. (see Portuguese Man-o-war Trap)
  • Use messaging that perpetuates racism, stereotypes, and negative attitudes towards other groups or cultures (shark finning)

Sharks and Rays Need Love and Attention

With over 1,200 diverse species, sharks and rays range from commonly misunderstood to entirely unknown. This may leave them near the bottom of the list of species popularly considered to be deserving protection. One effective way to address this image problem is by learning all you can about sharks, skates, and rays, and sharing your enthusiasm with others. You can also choose to support only media that portrays a positive image of these misunderstood animals.

Messaging should aim to…

  • Focus on solutions and a message of hope for the ocean and its inhabitants. Concern is a motivator to action, so is self-efficacy.  Provide scientific facts about the need for conservation, and focus on the solutions and impacts of individual and collective action. 
  • Emphasize how much people are fascinated by sharks and rays, while focusing on those lesser-known species. Come out positively for sharks and inspire audiences to learn more about these amazing animals.
  • Choose language and examples that help foster empathy for sharks. Anthropomorphism and comparisons to other animal species, including humans, may help your audience relate better to these misunderstood animals. 

Less effective messaging will…

  • Talk in terms of “doom and gloom” or focus on dire consequences of inaction.  We don’t want participants to leave feeling hopeless.
  • Dwell on the negative or perpetuate the “scary” narrative around sharks (see Octopus Trap).

Working Together

AZA institutions are working with conservation partners and stakeholders to save sharks and rays. Shark conservation is making progress, with finning bans in many places and science-based management in the US and internationally, moving fisheries towards sustainability. You can help by joining, donating, or volunteering to science-based conservation organizations in support of their work, and communicating their conservation efforts.

Messaging should aim to…

  • Include a specific conservation-related ask for participants and give them a way to contribute/act while on-site. Don’t assume visitors won’t contribute or engage with the conservation ask. 
  • Highlight the power of collective action and inspire visitors to connect and engage with specific programs or campaigns.
  • Share the collaborative work of AZA institutions and global shark scientists through AZA SAFE: Sharks and Rays.

Less effective messaging will…

  • Leave visitors concerned but with no idea how they can help. 
  • Provide actions for visitors which don’t have a clear link to the problem.
  • Provide too many actions for visitors, leaving them confused or overwhelmed.

Messaging Resources

Messaging Audit

The resources needed to audit your shark messaging and verify alignment with the above frameworks. This audit can be completed by frontline staff.

Speaking Up for the Ocean Toolkit

Produced by Framing Matters and The Shark Trust, provides a host of tips and ideas for communicating about sharks and rays to maximize the impact and engage your audience. Download the toolkit and speak up for the ocean!

 

Speaking up for the Ocean toolkitDownload

Shark and Ray Species Fact Sheets

SAFE Shark and Ray partners, The Shark Trust, has produced species specific fact sheets for 17 species of sharks and rays. These fact sheets can be used to share information with your audiences.

Additional Fact Files can be found by visiting the Save our Seas Foundation World of Sharks pages.