The document discusses the Countdown 2010 initiative to encourage action to meet the 2010 biodiversity target of significantly reducing biodiversity loss. It notes that species are going extinct at an alarming rate and ecosystem services are declining. Countdown 2010 brings together partners to fully implement commitments to save biodiversity and demonstrate Europe's progress toward the 2010 target. It encourages organizations to join by supporting biodiversity goals and committing to reduce loss. The initiative communicates the urgency of the issue and engages municipalities in raising local public awareness.