When connecting with various audiences, we must first engage the intangible values that humans react to most visercally. People choose to protect the things they value.
Fire is the force that humans "mastered" to drive civilization and then fueled to power the Industrial Revolution. Modern life is powered by the burning of select materials—coal, oil and natural gas—but in some places the burning of our homes, property and land is a consequence of the changing climate.
In this powerful video, wildland firefighters share stories of how fire is changing as a result of changes in climate. The emotions are clear in their voices as they sturggle to do their jobs—and survive—in a new normal.