So we wanted to be reaching sectors of society that wouldn't ordinarily be, you know, thinking about climate change as an issue. And so we were very careful in terms of the language that we used to make sure that it would be appealing to those audiences.
I think the overwhelming thing that has been difficult to communicate to people about climate change is the fact that for many people at a scene, like being seen as a distant problem, so either distant in terms of something will happen long into the future, or distant in terms of something that happens to people who live elsewhere rather than to them personally, and then it comes back to whether or not they feel personally at risk. I think one of the things that's been really interesting over the last 18 months or so, if we've seen the rise of Greta Thunberg and the school strikes and so forth, is that that has been a way of making what seemed like a very distant problem much more immediate, because these are young people who are saying, hang on a minute, this isn't a distant problem for us. This is our future at stake. And so it's almost giving a visual representation to something that we've been struggling for a very long time from the climate science community to try to be able to explain.