A national public awareness campaign being launched this month aims to discourage aquarium hobbyists and water gardeners from releasing unwanted aquarium and pond species into natural aquatic environments.

Called Habitattitude, the program is designed to help hobbyists as well as the general public understand how non-native fish and plants can harm fragile ecosystems, and how to keep aquariums and water gardens responsibly.

The campaign is a collaborative effort of the Pet Industry Joint Advisory Council (Washington), the U.S. Fish and Wildlife Service, the National Sea Grant College Research Network and state fish and wildlife agencies.

"'Invasive species' is the new biological buzzword," said Marshall Meyers, executive vice president and general counsel of PIJAC. "Because of the snakehead in the Potomac River and three species of carp in the Mississippi River Basin, the whole issue of the release of fish into ecosystems is a very hot issue. The pet industry needs to be pro-active in educating the public not to release fish, aquatic plants or any pets into the wild."

The industry-specific portion of the campaign debuted this month with a series of trade ads and trade show exhibits showing retailers and suppliers how they can participate. Its basic message: "A healthy ecosystem is good business. Habitattitude. Protect our environment. Do not release fish and aquatic plants."

Participating retailers can order CDs containing camera-ready artwork to use in newsletters or local advertising, tent cards, signage and other promotional materials. Additionally, they will receive door decals and certificates from PIJAC.

Manufacturers also can participate by including Habitattitude information in mailings to wholesale and retail customers. PIJAC sent letters in August to manufacturers and retailers, urging them to participate.

According to Meyers, PIJAC plans to launch the consumer part of the program in November. Its message: "Respect. Protect. Habitattitude, Protect our environment. Do not release fish and aquatic plants." Ads will direct consumers to the campaign's Web site, www.habitattitude.com, which will outline a number of options for aquarium and water garden hobbyists who no longer want their fish or plants.

Eventually, PIJAC plans to post copyright-free articles on the site that participants can include in newsletters or forward to local newspapers. "We want this to be very interactive," Meyers said.

Meyers said he hopes that retailers will embrace the program and use the materials liberally to "pro-actively forestall negative legislation concerning non-native species, and to convey to environmentalists and regulators that they are part of a responsible industry." [September 2004 PET AGE]

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