 In 2002, filmmaker and former marine biologist Randy Olson broadened the definition of shifting baselines with an op-ed in the "Los Angeles Times".He explained the relevance of the concept to all aspects of change and the failure to notice change in the world today.He and coral reef ecologist Jeremy Jackson (of Scripps Institution of Oceanography) co-founded "The Shifting Baselines Ocean Media Project" in 2003 to help promote a wider understanding and use of the concept in conservation policy.