This episode explores the question of whether the conservation message is "getting through" and, if not, why not? Communication of this message is necessary because governments, businesses, communities, organizations and individuals need to be aware, and inspired, in order to take action. My guest had some insightful, and surprisingly positive, perspectives on this issue. Tim Hirsch studied history at Cambridge University before embarking on a diverse career, including as environmental correspondent for BBC TV. He is currently deputy director of the Global Biodiversity Information Facility (GBIF), which we discuss at some length during this episode. He has also been centrally responsible for the Global Biodiversity Outlook (GBO), the 5th edition of which is hot off the press at the time of posting this episode. The GBO is a periodic report that provides a  summary of the global status of biodiversity and an analysis of the  steps being taken to improve that status.  Links to resources can be found at www.case4conservation.com.Visit www.case4conservation.com