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The great white shark is an apex predator that plays a vital role in the world's ecosystems. While protected internationally, the shark is still threatened by finning, culling and illegal trophy hunting, problems compounded by the shark's slow breeding rate. I visited the White Shark Project, which runs a cage-diving company to raise funds and awareness about great white shark conservation in South Africa. While there is debate about the ethics of cage diving, this particular project plays a strong role in the local community and in promoting shark awareness.