How to strengthen the connection between extreme weather and climate change?

It seems like every day there’s a new climate disaster making headlines in the news, yet many people still don’t understand the connection between carbon pollution and the climate.

The Challenge

Climate change is not intuitive.

Carbon pollution causing droughts? And also floods? For most people the connection between these things just isn’t very intuitive. Even when the media does get it right and makes the connection between climate change and extreme weather, suburban women tend to view the coverage as an alarmist one-way conversation.

Even when the media does get it right and makes the connection between climate change and extreme weather, suburban women tend to view the coverage as an alarmist one-way conversation.
The Insight

Moms > The Media

We know that the key to persuasive conversations is making people feel heard. So we opened the conversation up and gave regular moms the chance to ask Science Moms questions about extreme weather and its connection to climate change.

Connecting climate change and extreme weather

In our Explainers series, we presented the facts the way we’d want them presented: in a friendly conversation. We paired real moms from states going through particular climate disruptions with climate scientist moms from their same states.

Dr. Burt Explainer: Drought

In this conversation, Dr. Melissa Burt, a climate scientist and mother to a five year-old daughter, talks to another Colorado mom about how the droughts they’re experiencing are related to heat-trapping pollution.

Dr. Fischer Explainer: Wildfires

Dr. Emily Fischer, climate scientist and mom of two, talks to Enitzia, another mom who is concerned about the fires in Colorado and their connection to climate change.

Dr. Russell Explainer: Heat

Watch Dr. Joellen Russell, climate scientist and mom of two, chat with Amanda, a mom from Arizona, about how extreme heat is related to climate change.

Moms are ready to protect their kids’ future

Here’s how we got them there.

Deep conversation is persuasive

Two empathetic humans making eye contact, engaging each other, and showing each other the respect they deserve is a far more persuasive form of communication than a one-way message from a faceless entity.

“People like me” are the key

In our polarized media landscape, the most trusted messengers aren’t elites, the media, or politicians. They’re “people like me.” This series gave moms a trusted messenger and left them feeling more informed and empowered to do something to protect their kids.