"When Melissa Burt, an atmospheric scientist at Colorado State University, made a video about the climate crisis, it included images of her daughter, Mia.

“'There’s some light within her that makes me continue to do the climate science work that I do,' Burt says in her voice-over. As she speaks, photos of a toddler — playing in the garden, sledding in fresh snow, frolicking on the beach — appear in frame. 'As moms, we care about the environment they grow up in. And for Mia, I want you to know I worked hard for the change, and to make it a better place for you.'

"What Burt does not say are phrases like 'net zero,' '1.5 degrees Celsius,' or even 'carbon emissions.' Nor does she mention polar bears or ice caps. Climate change isn’t about politics or jargon, the video implies. Climate change is about us: Our neighborhoods, our schools, our kids.

“'From a scientist’s perspective, oftentimes we say facts, facts, facts,' Burt told Climate & Capital. 'But half the time, people don’t understand what those facts mean.'

"And facts alone don’t seem to spark action. 

"The video was a commercial for Science Moms, an advocacy group of scientist mothers working to communicate the reality of the climate crisis to fellow moms, specifically suburban moms — suburban moms –– a demographic that is generally not inherently climate-focused but is persuadable. Since 2018, Science Moms has launched around $10 million worth of advertising in several political swing states. Yet this is not a simple story of women scientists banding together to enlighten their fellow mothers. Launched by a sustainability-focused marketing group, Science Moms is the product of months of meticulous research meant to answer the question: How can climate communication be better?" - Jared Downing