by Hemalatha (Hema) Velappan Historically, climate communications mostly relied on strategies postulated by the knowledge-deficit model, which assumes that sharing the scientific and technical aspects of the problem will prompt people to be concerned about the issue and modify their behavior. While this approach enhanced knowledge about the issue, it proved ineffective in motivating people to take action. Whereas messages that were focused on audiences’ immediate concerns and socio-political contexts had a much greater impact on nudging their behavior towards more climate-friendly solutions [1].