The Protection Campaign (TPC) powers public land conservation action in support of the Biden administration’s ambitious conservation agenda to conserve 30 percent of U.S. lands and waters by 2030 (30×30). Meeting the 30×30 goal will require local communities to identify public lands worthy of conservation, assemble effective grassroots campaigns to deliver new protections, and build the necessary permission and pressure for policy leaders to act on conservation. TPC is a small and nimble project with a hyper-focus on securing meaningful and durable place-based designations by identifying and seeding nascent conservation campaigns and supporting them from conception through public launch and, ultimately, designation.