I am the founder of Pestival, where I create eco-entertainment to help reverse the decline in insects. Since 1970 about 50% of insects have disappeared. Without them we wouldn't be here. Insects provide vital ecosystem services such as soil aeration, pollination and food. As a world authority on cultural entomology for over 20 years, I've created awareness campaigns that inspire the public to fall in love with insects. From 200,000 humans descending on the Southbank Centre over one weekend to celebrate insects to an opera at the opening of the Cultural Olympiad at the Natural History Museum, I'm going to travel to understand how insects are seen culturally in Asia and the USA. From Japanese 'Mushi' Manga, to non-pesticide Indian tea farmers, to the largest firefly festival in the world, I hope my new thinking will be utilised across the environmental movement, from eco-fashion designers to serious scientists, youth activists and politicians. I believe due to past efforts my new thinking will support change in how we all communicate to a wider audience. I'm an established key thinker and doer in this field, working with both brands and institutions to communicate in a populist way.