We need to establish a favourable policy arena to gain Governmental support for the concepts of payments for ecosystem services in the voluntary market and also set the scene for inclusion within the regulated markets.

In May 2007 the GCP launched the Forests NOW campaign, which seeks to deepen understanding amongst Governments, parties to the UN Conventions on Climate Change and Biological Diversity, financial investors and the media concerning the roles played by living carbon in sustainaing life, atmosphere and people.

The principle aim of the Forests NOW campaign is to put forests first in the fight against climate change.  Forests are being treated without urgency and are often missed altogether in the political and public debates on climate change - despite deforestation causing up to one quarter of global carbon emissions.

Ultimately, carbon sequestration and carbon storage are just two amongst the many ecosystem services which forests provide. Accordingly, the VivoCarbon Initiative will communicate the scientific and economic values of forest ecosystem services such as rainfall generation, biodiversity maintenance, oxygen production and others.

Through the Forests NOW campaign, we are raising awareness of the need to reduce deforestation if we are to make the necessary cuts in greenhouse gas emissions to mitigate climate change.