High-end department store Selfridges announced a campaign Thursday, calling on the public to protect the sharks. In collaboration with the Zoological Society of London, it aimed to turn the negative and deadly stereotype of sharks on its head by revealing quirky and little-known facts about sharks and show how vulnerable they are to human activities. More than 15 percent of world\'s shark species are classified as \"threatened\" by the International Union for Conservation of Nature, and it was estimated that about 100 million sharks are killed by humans each year. An exhibition is held in the store, showing unexpected and though-provoking images of sharks, 3D installations and shark-themed films. In a corner window, a huge installation sculpture of a hammerhead shark sculpture, entitled Troubled Seas, attracted attention from passers-by. It was covered with synthetic fur to show the effect of sea grass moving in the current. In the store, Selfridges ensured that all products were free from shark oil and by-products, which many customers might not be aware of in their beauty purchases before. Beauty brands supported the campaign as well with limited editions. For instance, Creme de La Mer has created a limited edition lip balm tin with a Selfridges Project Ocean Swarovski crystal design. While pledging never selling endangered species of fish in its food hall or restaurants, Selfridges will sell a selection of shark-themed confectionery. An updated Selfridges fish guide to buying sustainable fish has been updated and made available to customers. This is the third year for Selfridges\' Project Ocean, which focused on marine conservation. \"The unrestricted killing of sharks is just another example of human destruction to the ocean and its creatures,\" said Alannah Weston, creative director and co-founder of the project. \"Something must be done. Some people call this Corporation Social Responsibility, we call it doing the right thing.\"