Shamu has gone from being SeaWorld’s prized orca to being the face of the company’s tainted reputation. The documentary “Blackfish”, released in 2013, follows SeaWorld Orlando’s orca, Tilikum, and his attack against his trainer, Dawn Brancheau. “Blackfish” plays with the audience’s emotions by showcasing the aggressive behavior of the orcas as a result of their habitat being the size of large swimming pools. SeaWorld fired back by launching the “SeaWorld Cares” campaign in early 2015, consisting of commercials and online articles highlighting misconceptions and labeling “Blackfish” as propaganda used to advance the agenda of animal activists, rather than as a factual documentary. Although “Blackfish” and its supporters bring up valid points about the negative effects of animal captivity, the research being conducted on SeaWorld animals allows for a great deal of scientific advancements.