Changing ocean protection legislation with the power of imagination.

To convince Australians to save the marine life they’ve been taught to fear, we had to do the almost unimaginable: rebrand them. Using the power of imagination, we turned the scientific descriptions of unseen, endangered species of sharks and rays into inspiration, prompting children to create a cast of fantastical marine characters.

Works were then selected by ten of Australia’s most prolific artists and turned into artworks exhibited at The Australian Museum, drawing more than 25,000 visitors and generating national press coverage, resulting in 10,500+ letters to Parliament.

The campaign became the catalyst for new protections for endangered shark species, including bans on targeted fishing and new monitoring requirements for commercial fishing vessels.