The 64th General Assembly of the International Council for Game and Wildlife Conservation (CIC) opened its doors in Montreux, Switzerland in 2017 with the motto is “Harmony with Wildlife - Urban and Rural Perceptions”. This slogan was selected as over the past couple years, with the rise of easily-accessible media reports and social connectivity, differences in perceptions of hunting and hunters are increasingly conflicting in all areas of the world. These strongly opposing views create a divide among people which is deepened with the increasing presence of media in our lives where information, either correct or not, can reach hundreds of thousands of people in a matter of days. For hunting, a highly emotive topic, this has already proven to be a hindrance its use as a conservation tool, despite its many successes, and it could be detrimental to its future unless we fight back. Those which we are fighting are the anti-hunters, animal rightists, and those who are following their emotions and misrepresentations of information rather than scientific evidence.