What happened in Alaska in 1989 was once termed "Americas Greatest Ecological Disaster."
For Exxon the remote locale of Prince William Sound and low population base made this oil spill a "parachute journalism" affair.
For BP, 30-6000 barrels a day gushing into the Gulf, one of the most highly populated regions in the USA, media coverage will be nothing short of 24/7.
Add to the fact we are going into the summer season of re-run programming and what you have is the perfect media storm.
The Gulf is essentially a bowl, to get the best understanding of what is about to happen to the region over the summer pour 10 quarts of oil into your average Olympic swimming pool. At best it will be three months to drill a relief well in the region and even then there's no assurances that the oil will stop.
That's 2-6 million barrels of oil in the Gulf by the time the oil stops gushing in three months.
We covered a similar spill last fall by the numbers. The final number of spilled barrels will never be known in the East Timor Sea but one thing is for certain, media coverage in the Gulf will be intense and unflinching.
America's finest conservation moment and ongoing challenge is about to happen.
Let's consider putting aside other conservation efforts and instead turn our focus on the Gulf.
Once in a great lifetime conservation is called upon to act as one, to respond as one, and to rise to great challenges that transcend local and regional efforts.
This is that moment, and this is that challenge. Where will you be?