On Wednesday, the Weather Channel launched a dramatic campaign it says is intended to help shift the climate change conversation from science to solutions.
The series of short videos, called Climate 25, is surprisingly political for a venue like the Weather Channel, and most are aimed at making the case for urgent action from a conservative, Republican angle. Among
the featured speakers are U.S. Army Gen. Charles H. Jacoby (Ret.); Henry Paulson, a former CEO of Goldman Sachs who served as secretary of the treasury under President George W. Bush from 2006 to 2009; and Paul Polman, the CEO of Unilever. At one point, Christine Todd Whitman, the EPA administrator under George W. Bush, addresses Republicans directly, saying, “It’s our issue.”
The 25 black-and-white segments seem inspired by TED talks—short, two- to three- minute video essays by influential speakers with interesting perspectives. They were produced with help from one of the producers of
Showtime’s Emmy-winning documentary
Years of Living Dangerously. Often, the speakers in Climate 25 make direct eye contact with the camera, and the effect is gripping and memorable—like a blunt Ad Council PSA. Taken together, the series is one of the best-produced summaries of climate risk I’ve ever seen.