This toolkit, designed by Framing Matters and the Shark Trust, is for educators / communicators / partners in marine and shark conservation.

The way forward is simple. We need to be clear about the problems but give people hope that change is possible. This toolkit will focus on how we do that.

In this toolkit, we’ll look at why we’re communicating, the common traps we fall into and, more importantly, how to avoid them. We’ll also
look at the importance of metaphor and celebrating the things we care about.

The examples used are about sharks and rays because that’s where our passion lies. But they equally apply to any marine conservation issue.

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We collaborate with students on Plymouth University's Master of Science in Marine Conservation.

View Toolkit research projects