Discovery viewers can’t seem to get enough of sharks. Record numbers tuned in for Shark Week early in July. And this has prompted a special weekend of all-new Shark Week programming from August 29 to 30.

For scuba divers and passionate shark advocates, #Shweekend offers another opportunity to make a splash for sharks. Divers are serious about shark and ray protection. But as we know, sharks suffer from a bad image — one that Project AWARE battles not only during Shark Week, but also throughout the year. This image often hinders real shark conservation efforts.

Raising funds, dispelling myths and misconceptions about sharks, and rallying public support to secure meaningful conservation measures is critical.

Here are three ways you can celebrate #Shweekend:

1. Support a Finathon Team or Champion – or you could start your own Finathon Challenge.
2. Become a Shark Ambassador. Take or teach the AWARE Shark Conservation Diver Distinctive Specialty.

3. Secure a brighter future for sharks and rays by making a gift today.

   While mass education and media programming about these mysterious and magnificent creatures is a critical component to shark survival, it’s a double-edged sword when it comes to conservation.

   We can all take important steps to secure improved protection for sharks. We can raise the public’s awareness of the plight of sharks. And we can engage people in shark conservation activities.

   Celebrate Discovery Channel's first-ever Shweekend. Take action with Project AWARE and help us continue the fight to save sharks and rays in peril. Together, we can protect sharks and rays!