A great white shark off Seal Island, South Africa. The animal on the Cheetah would have leapt three metres out of the water, scientists said. Photograph: Chris Brunskill Ltd/Rex Features
Marine researchers in South Africa had a narrow escape after a three-metre-long great white shark breached the surface of the sea and leapt into their boat, becoming trapped on deck for more than an hour.
The incident occurred while the research team was conducting a shark population study off Seal Island, near Mossel Bay, on South Africa's Cape coast.
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An ad from the new campaign by the California Milk Processor Board.
Recently, though, reflecting changes in societal attitudes, there has been more of a willingness among marketers to tackle such topics. Often, humor is a significant part of the approach to dispel whatever concerns there might be that sensitive subjects are being commercialized.
A case in point is a campaign that is scheduled to begin on Monday from the California Milk Processor Board, which discusses premenstrual syndrome. The campaign describes how studies have shown that the calcium in dairy milk can help reduce the symptoms of PMS.
So where does the humor come in? The campaign takes the cheeky tack of addressing itself to the men in women’s lives, on the grounds that women are not the only ones affected by premenstrual syndrome.
“Are you a man living with PMS?” some of the ads ask.
The approach is underlined by the centerpiece of the campaign, a microsite, or special Web site, that is ostensibly in the voice of a man whose wife or girlfriend is in the throes of PMS: “Everything I do is wrong.”
To make it seem as if the campaign is offering a public service to the men affected by PMS, the Web site’s address ends with “dot-org” rather than “dot-com.” .
The campaign is by the California milk board’s longtime creative agency, Goodby, Silverstein & Partners in San Francisco, part of the Omnicom Group. The campaign also carries the umbrella theme “Got milk?” that Goodby, Silverstein came up with for the milk board in 1993.