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My media advocacy project is about growing the next generation of shark advocates by inspiring them to become shark allies. The target audience is young adults.  A key part of this project was understanding current perceptions so I could target my message. To do this, I used focus group sessions with ten college students from CU Boulder and San Diego State. Based on the focus group results, I decided to use a primarily emotional response. Although my messaging contains important facts, I believe the impactful visuals and music of my video is the key to getting and keeping the audiences’ attention. One of the things I found challenging was learning how to put together the video. I knew what I wanted to do but underestimated the time it would take to get from project concept to completion. At the same time, this is my favorite class project to date, I enjoyed the process and I look forward to incorporating what I learned into my career.