What Is 30 by 30?

30 by 30 is a goal that we have to take steps to achieve over the next nine years. The thing that's kind of special about this, or unique maybe, about this campaign, is that it's the first national conservation gold this country has ever had. And so for a lot of folks, that can be scary, because it sounds like the government saying, we're going to do this thing, but don't worry, we're here to helpm.