Are you a scientist trying to convince the public of the validity of your pet theory? Well, forget about presenting boring scientific evidence to support your premise. Instead you need to get in front of a mirror and practice facial expressions of deep concern and present that to the public to convince them of your theory.
If you think that is goofy, then that is exactly what the Huffington Post did to convince their readers that global warming scientists were really, really concerned about their pet cause which is losing public interest in their dire warnings namely because they failed to materialize. For some great laughs check out the HuffPo article, Photographer Captures Scientists' Frightened Responses To Climate Change Discussions, chock full of photos of global warming scientists giving up on trying to warn you with facts but are now using facial expressions of deep concern to make their case.