Preventing loss of biodiversity is an issue of Global, European and National importance. Through local meetings and providing advice on how to protect and care for biodiversity, the campaign links the presence of wildlife with our quality of life. It is targeting both the general public and any sector that poses a serious threat to Irish biodiversity, such as the construction industry and farming.
According to Elizabeth Arnett, project manager for the Notice Nature campaign, Ireland's natural heritage is often taken for granted, compared with its artistic and literary heritage:
"Not protecting Ireland's natural heritage of plants, birds, animals and their habitats is akin to taking a painting from the National Gallery of Art every month and burning it."The campaign in being run by the National Parks and Wildlife Service of the Department of the Environment, Heritage and Local Government.