00:00Why do some people still not care about climate change?
00:03Even when the data is clear, the response is often silence.
00:07A new UCLA study reveals why.
00:10Turns out, how we show climate data might matter more than the data itself.
00:14Instead of showing gradual temperature graphs, researchers tried something different.
00:19They showed whether a lake froze or didn't.
00:21That simple yes-or-no view made people feel the impact.
00:24In fact, people who saw the binary data cared 12% more than those who saw just temperature lines.
00:30Why? Because people are adjusting to disaster, fast.
00:34Multiple fire seasons? Rising floods? Smoke-filled summers?
00:39We call it the new normal and move on.
00:41But when data connects to personal memories, like skating on a frozen lake, it wakes us up.
00:47Suddenly, climate change isn't just science. It's home. It's childhood. It's loss.
00:52So if we want people to care, we have to speak their language.
00:55Not with numbers. With stories they've lived and memories they're losing.
00:59That's how we melt away apathy. One lake at a time.
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