UN Secretary-General Ban Ki- moon on Thursday announced the designation of U.S. actor Edward Norton as UN goodwill ambassador for biodiversity. Ban recognized the two-time Academy Award wining actor for his long-standing commitment to mobilizing support for conservation efforts, UN associate spokesman Farhan Haq told reporters here.

"Edward Norton has brought global star power to global issues," Ban said in a statement. "His efforts to preserve biodiversity and promote ecosystem integrity in East Africa have been truly impressive."

The newly designated goodwill ambassador expressed his honor and gratitude to the secretary-general at the UN headquarters in New York.

"Environmental conservation, climate change, biodiversity are very much the issues that will define my generation," said Norton, who voiced his hope to use his new role to inspire young people to take up the challenge of environmental protection.

"Whether your an actor, or a politician, doctor or lawyer -- I think people from all walks of life are going to need to engage in these issues, because these are issues that transcend national boundaries, transcend ways of life," he said.

In addition to a successful career as an actor and filmmaker, Norton holds years of experience dedicated to conserving biological diversity. The UN awarded him particular praise for his work in Kenya as board member of the Maasai Wilderness Conservation Trust, and for his charitable efforts here in the U.S.

Norton spoke to reporters in a press conference following his reception by the secretary-general. As goodwill ambassador, Norton spoke of the enormous potential given by his role to enhance the public's awareness of the impact of biodiversity loss.

"(People) don't necessarily link themselves as directly to a crisis like biodiversity loss, as much as they will to say a refugee crisis. But I think catastrophic events, such as what is happening in the Gulf with the oil spill, do highlight for people that there is an enormous ramification for human well-being to a loss of biodiversity like a fishery," said Norton.

Norton's appointment marks the UN's 2010 International Year of Biodiversity, which aims to promote the protection of biodiversity and raise awareness of its crucial importance to life on Earth.

Executive secretary of the UN Convention on Biological Diversity, Ahmed Djoghlat, lauded Norton for his devotion to biological conservation, but stressed the challenge posed by the unprecedented loss of biodiversity.

"We are reaching the tipping point where irreversible damage is going to be done and therefore we need an urgent call for action," Djoghlat said at the press conference.

The UN General Assembly is set to hold its first high-level session on biodiversity in September, gathering 192 heads of state. Norton said he hopes leaders will present "compelling examples" of solutions to biodiversity loss, in order for them to be translated into concrete government policies.