Up The Creek Without A Paddlefish

"The Chinese Paddlefish, Psephurus gladius, is on the verge of extinction" states Andrew Revkin on his blog, Dot Earth. This colossal fish grows to be about 20 feet long and could be found in the Yangzte River in China. But no more. Soon Revkin writes, the paddlefish will be listed as an endangered species on the Endangered Species Act. This act is intended to save creatures on the brink of extinction, but why is there not an act intended to monitor and sustains diverse ecosystems before bad things happen? I believe that there should be an act to monitor and preserve diverse ecosystems. This act should also support the species found there. Could a campaign be created to obtain the goal of an act that would do these things? YES!

The goal of an environmental campaign is a long term vison or value (Cox, 234). In this case the goal for this campaign would be to create or have an act passed that monitors, and sustains diverse ecosystems if they are showing signs of trouble, such as extinction. The objective, a specific action or decision that moves a group closer to a broader goal (Cox, 234), would be to gain the attention of congress and write a rough draft of the act for congress to view. The next step is to figure out who the primary audience for your goal is going to be. In other words, the descision makers who have the auhtority to act or implement the objectives of a campaign (Cox, 235). The primary audience then could be the United States Congress. The secondary audience, or the various segments of the public, coalition partners, opinion leaders and the media (Cox, 235). The secondary audience is going to act as the leverage to help you and your campaign gain favor in the eyes of the primary audience. This audience might be the public and the media so that your campaign is learned and heard about.

Next, choose a strategy; a specific plan to bring about a desired outcome (Cox, 236). in this case, the strategy would be to educate the public about the endangered species and why the new act is such a good idea. It might also be a good idea to bring democratic polictics into the picture. "The use of democratic polictics in environmental policy involves attempts made by advocay groups to mobilize constituencies to influence public officials accountable to protect the environment." (Cox, 237) Tactics are the specific actions that carry out or implement the broader plan (Cox, 237). Meetings, public protests, briefings and so on, are examples of a tactic.

Can the paddlefish be brought back from the brink of distinction or is too late? What about the snow leopard? The humpback whale? Maybe they can't be brought back from extinction, but other species can definently be prevented from going there, we just need to convince others that this is true. This act, to monitor, and nourish diverse ecosystmes can make a difference!