Temper of The Times Foundation ~advertising for the environment~ was created in 1997 to promote the use of standard marketing concepts for increasing awareness about wildland conservation and restoration initiatives. Recognizing that organizations working to protect the environment, in general, have limited access to paid media, the Foundation provides funds to underwrite advertising designed to promote the conservation and restoration of native wildlife, plants, and ecosystems in the United States. The Foundation also supports earned media campaigns and other efforts to communicate about conservation and restoration initiatives and actions.