The sparrow is bigger than the sparrow

31 March 2010. The European Commission launched a new campaign aimed at stopping the loss of biodiversity in the EU. This innovative EU-wide communication campaign, which coincides with the UN’s designation of 2010 as the Year of Biodiversity, should raise awareness about the problem through a website, a viral clip, PR actions, street art and slots in print media and social media. The main thrust of the campaign will be to show citizens the real implications these losses will have in their daily lives, with a focus on actions citizens can take to prevent such losses. The campaign revolves around a slogan – “Biodiversity. We are all in this together”.

The sparrow is disappearing from our cities in worrying numbers. Its disappearance is also affecting other species, in a deadly game of ecological dominoes. You see, Biodiversity is the variety of life on earth including ecosystems, species and genes. We are part of biodiversity and our lives depend on it. And this life supporting biodiversity is dying at an alarming rate. Today it is the sparrow, but tomorrow it could be us.

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