After SeaWorld's public attendance rates fell due to influence Blackfish held on America, SeaWorld Entertainment Inc. has resulted to a last minute campaign to help give their million dollar company a better name within the publics eyes and opinions. The company created a printed and Youtube campaign that focusses on the marine park's efforts to care for animals in captivity and in the wild. The Youtubes campaign shows videos of SeaWorld's marine animals being cared for by SeaWorld's veternarians. This sends the public a message that the animals' health and well-being is (SeaWorld's) main priority. The written campaigns will be published in high ranked newspapers and within Orlando, San Antonio, and San Diego specifically. SeaWorld's corporate affairs officer Jill Kermes believes this campaign will continue to "grow and evolve" in the future. An official from PETA states that this is a last ditch effort on SeaWorld's part to try to sway a public that has made up their minds. SeaWorld has spent $10 million in trying to rebuild their reputation within the public.