What had Lamb troubled was that the American public's concern for global warming is at its lowest level years. According to a new Rasmussen poll, just 28 percent of Americans think it's a serious problem. To Lamb and the scientists he interviewed, that means the message isn't getting through, and scientists must look to new means of publicizing their work.
"The importance of getting the word out has science organizations scrambling to explore news channels, from souped up websites to asking Hollywood for help," he wrote.
"One effort ... will recruit Hollywood to help scientists tell their stories. NAS (National Academy of Sciences) and the University of Southern California will team up to draw on USC's expertise in film, TV, websites, and video games. The partnership will be the first between a federal agency and a film school."