When it comes to conservation issues, the challenge is always to get people across mainstream society interested and acting on the issues.  As my husband Andy has always said, there's the 5% who care (who are already converted to the cause), the 5% who'll never care, but it's the 90% in the middle that we need to reach for real change to happen.  This was the premise of Earth Hour when it first started in 2007, reaching out with a symbolic action that we could all do (turning off the lights for an hour), making it fun so kids could do it, families, couples, businesses, anyone really, and then mobilising that interest to create a movement of millions of people for change.