The #1 lesson from 720k subscribers

2.5 years ago when I had my climate ‘oh' shit’ moment, I wanted to learn as much as I could about the problem.

So I went to YouTube.

One of the videos to pop up was by Simon Clark. He has a phD in atmospheric physics and had been making climate content for 10+yrs at that point.

(He also has 720,000+ subscribers and is kinda a climate celeb. eek!)

Since then, I’ve watched most of his videos.

They’ve caused some of the biggest shifts in how I’ve thought about the problem. That backstory is why having him as a guest was such a big moment!

My biggest takeaway

“One of the jobs of a science communicator (sci-com) is to increase the science capital of an audience member”

“And I think there’s an S curve of science capital (i.e. how ‘into’ science are they). And what I do with a lot of my videos is take people from high to very high. But the incremental change is much smaller.”

I was fascinated.

This problem of how to reach people who are in the middle of the S curve is something I’m trying to do with the podcast.

Simon’s answer?

“I think you have to go to people’s pre-existing interests”

“So a large part of effective sci-com is identifying what they’re already interests are, and learning via the ‘back door’ of that.”

He thinks the ‘choir of climate voices’ needs more voices in the middle of the S curve. To help people to go from lowish science capital to higher.

I think it’s so applicable to people in this world because we so often preach to the converted.

Ask yourself: How can I meet people at their pre-existing interests to get a wider group of people involved?

For me, I’m thinking about doing it via comedy. It’s not new (the podcast Infinite Monkey Cage does this very effectively, so did Climate Science Breakthrough).

So having 2-3 experts about a topic, and a comedian. The comedian lightens the tone and makes it more accessible.

Last, if you work in a biz that would like to take action on climate, the pod is kindly made possible by Ecologi. They’re the UK’s most trusted climate action platform and can help you to reduce emissions, restore our planet and report your progress.

Check em out here

And watch the episode at (skip to 26.35 for the S curve bit)

YouTube, Spotify and Apple Podcasts

Have a lovely week,

Rob

P.S. UK people, there are hundreds of National Emergency Briefing screenings around the country this and next month. This is a practical, high impact action you can take. Don’t miss the opportunity to go to one and share it with friends and family!