SIMON King made a career travelling the globe filming wonders of the natural world.
But a sense of duty, which might accompany celebrity gained making wildlife documentaries, is not his motivation for fronting campaigns like that launched in Portstewart last week.
“It's not a duty, it's a joy. But, because I have in the past had a public profile, if people want to hear what I say, who might not otherwise, then absolutely
“And it's not evangelistic, it's simply about trying to convey some of what's made my life so rich.
“I mean I lead a joyful existence and its 99.9 per cent to do with all the rest of life around me.”
While the BAFTA award wining cameraman and presenter is more often associated with big cats in East Africa or blue whales in Mexico, his attention this week was on insects inhabiting parks and roadside verges in Causeway Coast and Glens.
*Read more inside this week's Coleraine Chronicle