When they see the earth being warm. It's one thing when they see the rate at which the earth is warming now, compared to 20 years ago, a hundred years ago, they become almost panicky and they become convinced that we have to do something about it now. And that sense of urgency. That's really important in that kind of rhetorical communication that you're trying to do to get somebody to care, not just enough to agree with you, but enough to decide they need to actually set aside some time to help you get the job done http://www.solvecast.com/articles/detail/15342-data-visualization-for-meaningful-change-with-illah-nourbakhsh-carnegie-mellon-university-director-of-the-create-lab