We work at many different levels. So let me take the global scale. And first few key things that we need to understand from that perspective. One is that the United States and the UK and Australia and Canada are outliers. These are the only countries where you really find an organized climate denial movement. And so yes, we tend to fixate on, you know, this debate over the science quote, unquote, debate. But that's, you gotta understand that's really primarily limited to these four English speaking countries. But more importantly, at the global scale, we found that four out of 10 adults on the planet have never heard of climate change. Never heard of it. That's almost 2 billion people. And that's despite decades of science. You know, all the scientific reports the geopolitical meetings, the COPS, you know, the big international conferences on climate change. Despite all that, nearly 40% of the of the world have never heard of it. And that can be as high as two thirds or even three quarters of certain pop certain countries like say Bangladesh, poster child of climate vulnerability, two thirds of Bangladeshis have never heard of it. Which is not to say they're not keenly aware of changes in their local climate, they are because people are exquisitely attuned to these changes, because often their lives depend on it there. They may be subsistence farmers, for example. But what they lack is the concept of climate change, to make sense of those changes that are happening around them. And even more importantly, they don't have the concept of climate change, to help them make an informed their decisions going forward.