2. Description of project : Raise
awareness throughout Island
School of the cause and our work.
Create and sell a product
successfully, make a profit which
we would then donate to the HKSF.
Goal: Our goal is to raise the
awareness of Island School
students of the HKSF and what they
do. We would also like to get
students involved with the
foundation whilst earning profit for
product that we can later donate to
the foundation.
Client: The Hong Kong Shark
foundation

3. Aims: We aim to:
• Make profit from products we will sell
• Get more students involved with the HKSF
(E.g. volunteering)
• Get some donations from Island School and
the general public
Objectives:
• Produce and sell our product with at least
1,000$ earned through this and through
donations
• By the end of the project we hope to have at
least 5 student volunteers for the HKSF
• To have an HSSA (HKSF Student Shark
Ambassador)
• Make notice of our Project through banners
on isle, bulletin notices and emails.

4. Brainstorm

5. My research will firstly, be
on the client: The HKSF
(Hong Kong Shark
Foundation).
I will look at their aims and
objectives in relation to
raising awareness and
funds throughout HK and
compare their aims to my
own. I will see how they
have set out their website
and created their products.

7. “HKSF‟s main goal is to raise awareness
about shark conservation, with particular
emphasis on the unsustainable practice of
shark finning, and to enlist support in
helping to reduce the consumption of shark
products in Hong Kong.”
Our aims and objectives are closely similar
to HKSF. The prime purpose of this project
is to increase the awareness of Island
School to needs of shark conservation. We
have a list of aims which are more precise
on how we hope to achieve this. This list
has been expanded a through our
objectives which clearly identify how we
want to achieve our aims.

8. The HKSF website has clear headings and
hyperlinks that are easy to find and use.
The hyperlinks are all separated into
different sections which guide you around
the site and help you to find the appropriate
information. On the website we hope to
create we would like to incorporate articles
and items from their website, into our own.
On our website we plan to have an „about‟
where we will outline our aims and
objectives and our project‟s description. We
will have something similar to „News and
Views‟ which will deliver current global
information and keep viewers updated on
the sharks of the world. We might hope to
sell our products through the website, so we
might have a „Shop‟ link. We will have a
HKSF link which is will provide the viewers
with direct updates on the HKSF and any
campaigns or activities in HK.

10. The HKSF‟s „About‟ page is made up of more tabs.
These tabs are: FAQs (Frequently asked questions),
contacts and Support HKSF. These links can guide
the viewer to more specific things about the HKSF. If
they have any questions or queries the HKSF has
made it easy to find the page where they can either
ask a question or find an answer in the FAQs. If the
viewer wishes to contact the HKSF there are the
necessary details available to them on the „contacts‟
page. For our website the only aspects of HKSF‟s
„About‟ page we wish to incorporate are „Support
HKSF‟. On this page we want to introduce to
students across HK and in Island school how they
can get themselves involved with the HKSF. We will
provide the viewer with information on the HKSF‟s
programme: Students for Sharks. This programme
involves students writing and mailing a letter or email
to the government on their thoughts of the shark
consumption and conservation in Hong Kong. There
will also be information on how they can become
HKSF volunteers.

11. HKSF‟s main „About‟ section
includes subsections
explaining who the HKSF are,
why they care and their
mission. On our website we
want to do something similar
to the HKSF. We will include
our project aims and
objectives and an overall
description. We will
summarize the HKSF‟s „about‟
page and briefly explain who
they are, why they care and
what they aim to do as a
foundation.

13. The HKSF‟s „News and Views‟
page is updated regularly on the
current status of sharks, their
conservations and events from
other charities. This page is
mainly to keep the public
informed of how the
conservation and awareness
efforts from all over the world are
doing. It can be a small portal to
update viewers on the latest
news and the progress made by
other organizations in different
countries and even Hong Kong.

15. The HKSF in particular sells shirts
for children, women and men. Their
shirts come in different colours for
children and only the navy for
adults. HKSF sells wristbands for a
decent price of $20, they also sell a
book in which all the money made is
donated to a charity.

16. Cute icons of sharks promotes
their conservation. Whereas
more frightening image do not.
T-Shirts

17. Most of the T-shirts I found have
some form of image which attracts
the customer. As our customer is
the HK public it would be logical not
to use an aggressive image of a
shark but a cute image as it would
promote their conservation and
probably sell better. We also
decided that most shark T-shirts on
the market have dull colours and
convey their message fairly
straightforward. We have decided to
include either a pun or a rhyme as
we feel it would appeal more to our
customers but also convey the
important message we are trying to
deliver: “Stop shark finning”

19. After some extensive research
and surveys we know that our
target audience, Island School
unlike the public audience has a
preference to bake sales and
general food sales rather than
our idea of a product. As a result
we have decided to continue our
aim of creating and selling a
successful product but instead,
to the public who are more
interested in purchasing designs.
As an extra we have decided to
raise money for the HKSF within
the school via these food sales.

20. Because of our survey results
the public is now the key
audience, and customer for
our T-shirts. We plan to ask
people on the streets whether
or not they would purchase a
T-shirt for charity which would
cost them approximately 30$
and if so their preferred
design. Once we count up our
results we can then decide
which design to use, where to
sell and how we might
advertise our event.

21. Survey questions in chronological
order:
1. How old are you?
2. Are you aware of the HKSF?
3. Would you purchase a T-shirt
when the proceeds go towards
the Hong Kong Shark
Foundation charity?
4. Would you donate money?
5. If you were to purchase a T-
shirt which is your preferred
design?(shown the design
sheet)

22. Survey results

23. • Posters around school
• Bulletin announcement
(All advertisement for
school food sale)
 Posters put up in our
main selling areas.
 Possible distribution of
flyers/leaflets
(All advertisement for public
product sale)

24. Discovery Bay holds a flea market on
the first Sunday of every month, this is
an ideal place for us to sell our product.
There's also Stanley market, and
markets held all over Hong Kong that
we can rent a stall to sell our product
at. We could show people our designs
and wear our product as well and if
they are interested in buying we may
take down their names and delivery
address and we will take in the money
and deliver one weekend.
 DB Flea Market: 2/12/2012
 Stanley market: During x-mas
holiday (date not confirmed
 IFC bridge: During x-mas holiday
(date not confirmed

26. Timeline
Time line objectives:
• Final T-shirt design : We plan to have our final T-shirt design chosen and ready to print on
the 11th of November. We will determine our final design through public surveys on IFC
bridge.
• Printed: On the 28th of November we plan to have our T-shirts printed off and sent back to
us.
• DB Flea market: We plan to sell our T-shirts at the DB flea market and hope to make a good
profit.
• Sale in Stanley market: We plan to sell in Stanley market during Christmas as it is a prime
tourist location and we are likely to make profit as there will be people doing Christmas
shopping
• School bake sale: We plan to hold a bake sale in school on the 8th of January to raise extra
donation money for the HKSF.
• Final sales: We will have our last product sale on the 19th of January in IFC. Once all the
money and shirts have been delivered and collected we will then donate on behalf of Island