JOE MONTANA!

Here's a toughie (I think.)

Onnicle: Generally, river environments boast live egrets. Informed people should never, ever victimize egrets, they say.

Clue(s): Despite support from Hollywood big-wigs, backward people often have trouble with this idea, initially. They don’t feel that somebody else’s environmental dream works in their part of the world.

"I don't know which is worse: ignorance or apathy. And, frankly, I don't care." - Anonymous