How do we reach the people who fly to cornwall for the ice cream? But also, how do we reach your friend who does get that there's an issue, but has no idea what to do about it. I think you have to start with the with the extremity of how bad this is. And as jeremy lent said on one of your poodcasts, change has to come from people returning to the heart. So i want to give people a kind of moral and ethical basis for action.

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