Living in a biodiverse world with robust species, genetic and ecosystem diversity will result in many tangible benefits to society from pharmaceuticals development, clean water, better food, a buffer against climate change and more. It is not an easy concept to get your head around when you are talking about rock climbers getting banned from a park or removing tracks of land, rich in minerals, from development.
This campaign, perfect for the WWF or another large conservation group, aims to help connect the abstract to the tangible through something everyone can understand – we all drink water from a glass. What brings us natural clean water is the same thing that keeps the forests healthy, animals running and whales swimming.
