In 2007, the Center for Biological Diversity (CBD) petitioned the United States Fish and Wildlife Service (USFWS) and the California Department of Fish and Wildlife (CDFW) to list the American pika (Ochotona princeps) as an endangered species. After several petition denials, the petition was evaluated during both 90-day, and 12-month reviews. Ultimately, both petitions were denied and the pika was not given protection under the Endangered Species Act (ESA). During the petitioning years, 2007 through 2013, there were many newspaper publications, press releases, and blog entries supporting the listing of the pika. Information published by these media ranged from misleading, to scientifically inaccurate. The public was swayed by these publications, and showed their support for listing the pika during the public comment period throughout the 12-month status review in California. While the majority of the public comments were in favor of listing the pika, there were a few letters that criticized the CBD for making a poster child out of a "cute" species. During the 12-month status review, the CDFW contacted pika experts and evaluated scientific literature to gain an understanding of the American pika's status. Seven years after the original petition, the CDFW denied listing the pika on the grounds that the species is not expected to become extinct in the next few decades. This case serves as an example where a prominent organization, the CBD, petitions to list a species that does not warrant protection. Their goal of making the pika the face of climate change failed when species was examined.