Uh many years ago we started a project that we call global warming six America's. Back to your principles of core communication - the first principle is know your audience! That's why you shut up and listen, because you want to know who your audiences. So, who are they? Because only once you understand who that audience is, can you then structure your communications in a way to meet them where they are? Not where you are. Okay, I cannot stress that enough. How do you meet and engage people where they are. And in the US, we've identified these six Americans and they range on a spectrum from a group called the Alarmed - fully convinced it's happening human caused urgent strongly support action. It's about 31% of the country today. Then the Concerned who are also convinced is happening human caused and serious but still tend to think that the impacts is far away in time and space. So it doesn't seem as urgent than a group called the Cautious still on the fence. Is it real or not? Then a group called the Disengaged who's basically like many other people around the world, like, I don't think I even know anything about this. I've never heard of climate change. And then a group we call the Doubtful These are people who say, it's probably not real, but if it is, it's natural, just natural cycles, nothing we can do anything about. And then last but not least, at about 10% of the American public are what we call the Dismissive, who are firmly convinced it's not real. It's not human caused, it's not serious.