If you find yourself sitting in front of the telly at 8.10 tonight watching Harbour Lives on ITV1, I suggest you don't go and make yourself a cup of tea in the ad break. The world premiere of the new RSPB Giving Nature a Home advert will be screened.
Why are we doing this?
We and many others continue to fight many battles for wildlife but it is clear from State of Nature that we are not winning the war. Unless we deliver major societal change then we will oversee a slow but inevitable decline in the diversity and wonder of wildlife on our shores.
Part of our response must be to inspire more moral, practical and political support from all parts of society and that includes those armchair conservationists: people who have a passing interest in wildlife but do little about it.
Our advertising campaign is our attempt to excite and activate the enthusiasm for wildlife that is currently dormant in a large part of the population. Get this right and we'll have more people doing good things for wildlife in gardens and more people calling for more wildlife in their communities and more people intolerant of loss of the colour and diversity from our countryside and seas.
This is just the start of a new approach to wake up the public. I outlined our mini manifesto when we launched the campaign two weeks ago (see here). Recent announcements on CAP reform, public spending and the review of Natural England and the Environment Agency reinforces the urgent need for a new deal for wildlife.
So if you've had a busy week, get yourself a drink, sit down, put on the telly, watch a couple of ads and then go and get active this weekend.
George Monbiot wants to wake up and realise for every one of what he calls rich who do not need the single farm payment there are several smaller farmers who need it and would think the salary he gets is excessive for the work and effort he puts in and would like to get the equivalent payment even though they work longer hours than him and harder work as well.
Lets have less criticism from him unless he is willing to take the same salary as small farmers get as income including the necessary part of their income coming from single farm payments.
The cheeky chap has a lifestyle and salary many of those he would deny part of their income would like to have.