1. To reverse the decline of British wildlife by campaigning for a positive new form of “Working Conservation”.
2. To raise awareness of the many land managers across the UK, whose work for wildlife often goes unrecognised and challenges little understood.
3. To ensure these land managers have the support they need in terms of funding, expert advice and the flexibility to let them restore habitats and protect wildlife.
4. To encourage other land managers to follow the lead of the pioneers featured here, to share success stories and create a network of Working Conservationists and supporters.