Communicating climate change in a “post-factual” society: lessons learned from the Pole to Paris campaign

Abstract. The politicization of and societal debate on climate change science have increased over the last decades. Here, the authors argue that the role of climate scientists in our society needs to adapt in accordance with this development. We share our experiences from the awareness campaign Pole to Paris, which engaged non-academic audiences on climate change issues on the roads from the polar regions to Paris and through conventional and social media. By running and cycling across a third of the globe, the scientists behind the initiative established connections on the audiences' terms. Propitiously for other outreach efforts, the exertions were not in themselves the most attractive; among our social media followers, the messages of climate change science and action were more favourable, as measured by video statistics and a follower survey. Communicating climate action in itself challenges our positions as scientists, and here we discuss the impact such messages have on our credibility as researchers. Based on these reflections, as well as those from other science communication initiatives, we suggest a way forward for climate scientists in the post-factual society, who should be better trained in interaction with non-academic audiences and pseudoscepticism.