They don’t know what that means. So I think it’s important for the image to be united, and I think they need to have a very effective program out there talking to the public and doing public service announcements. “We are this and this, and this what we do. We are this, and this is what we’re doing with this animal.” Everyone’s telling their own little stories, which is great, but it doesn’t have a collective oomph to it.
