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 posters
around Discovery Bay advertising our sale.

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
advertise, sell and price
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. A more thorough research
into the different possible
products we could make
and sell. Comparison of
other companies, charities
and foundations that have
designed, sold and chosen
apparel. A look into our
target market: Island school
students and the Discovery
Bay residents .

9. 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.

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

11. 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”

12. T-shirt design

13. 1. http://www.buddy-ch.com
2. http://www.tshirtmanhk.com
These are the two most popular
T-shirt printing companies in
Hong Kong. 1 is slightly more
expensive than 2, company 1
requires orders in large
quantities whereas 2 can make a
smaller number of shirts.
Company 1 has the main T-shirt
structure we require so they are
the company we are likely to go
with.

15. 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.

16. 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 50$
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.

17. 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)

18. Survey results

19. From our survey results it is
clear that not many people know
who they HKSF are. Most people
preferred design 2 to the rest.
We can now develop the rough
drawings on Photoshop and
send them off to be printed.
Now we need to contact our
client with our final Research
and Planning idea and get their
permission to move forward. We
also need to design an
advertisement campaign in order
to publicize the HKSF and our
project.

20. • 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)

21. 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: 3/3/2013
 Stanley market: During x-mas holiday
(date & availability not confirmed)
 IFC bridge: During x-mas holiday (date
not confirmed- donations ONLY)

23. 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