The essence of the sustainable use movement is inextricably tied to the concept of improving the human condition, which leads to improving the planet. Poverty has never been a friend of the planet.

Until and unless we work to eliminate poverty; until and unless people across the globe can take care of them-selves and their families; until and unless every culture and every nation enjoys the respect and dignity that comes with exercising their right to self-determination; they can not be expected to address the needs of nature.

When we work to improve the quality of life for humankind, we work to improve the quality of the planet. As Indira Ghandi said, "Poverty is the worst form of pollution."

The great lie of "no use" has been wrapped in emotional and misleading propaganda by organizations that sell emotion and myth, not logic and truth. In part, we have allowed them to do so.

Someone once said "the public does not reflect upon events, but merely reacts to them. Passion and drama move people, not reason and logic."

The other side understands this far better than we do. They are masters at applying the fundamental tenet of human nature - that we are far more motivated by emotion, than by rationality. This fact has placed those of us in the sustainable use professions and pursuits in a poor position for promoting our philosophy.

We pride ourselves on the facts. We expound on the scientific validity of our work. We hesitate to comment in any fashion that is not based on sound science. And we speak with great calmness and restraint as the voice of reason with the result that we bore the world.

Our opponents rail against "the crimes of the users." They shout slogans. They hang from bridges. They run around in rubber boats. They use TV-friendly sound bites. They draw conclusions that seldom come from the facts of the matter. They anthropomorphisize. They dramatically package their beliefs in ways that elicit public outrage and virtually non-stop check writing. And, most important, they simplify, package and entertain.

When they speak, television cameras roll, reporters' pens begin to scribble, and microphones are switched on. The moment we open our mouths, the TV lights go out and, at best, the press begins a collective yawn, or worse yet, nods off. They are the darlings of the media because they stir up powerful emotions possessed by each and every person on this planet. They make it sound so simple. That is how they advance their cause. We, on the other hand, inundate them with numbers and complex solutions. The art of their craft is called "advocacy." They do it very well. That is the simple and brief explanation of their strength and of their success. Theirs is a craft we need to learn, and learn quickly. It is a strategy we must advance today. Through language, images, emotion, and conviction, we must begin to re-package our causes and our beliefs in a way that brings emotion to us in a supportive fashion, not against us as is being done by our opposition. This is not an easy task. We do not want to misrepresent the facts. However, we must better represent our beliefs. We must use the world stage to present sustainable use to the public, press and, yes, even politicians as a rational and compassionate way to use and conserve the earth's resources … as the only way. This is the challenge that must be made in the next century. This is one of the major undertakings Darden has chosen to embark upon. Through our work with IWMC World Conservation Trust, the Fisheries Committee of the World Conservation Trust Foundation, through Darden Environmental Trust, we are changing the look in which we cloak our issues. We are using more powerful language and more compelling imagery to advance our cause. It is no longer enough to be right. We must now present what is right in a fashion and manner that allows people to see the value and the wisdom of our approach and, as a result, support our efforts accordingly.

Rather than talk about how me need to frame our arguments, let me show you. I have four different videos to show you that address shrimp farming, snaring of wolves in Alaska, hunting rights in Utah, and lemurs in Madagascar. Without taking away anything from the science, as science is critical to support the overall message, these videos use emotion, uses the heart to sell the argument. Intellectually, the mind will follow the heart.