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Six climate scientists who are also mothers have launched Science Moms, a $10 million campaign to educate moms about climate change and help them take action.

Working with Potential Energy, a nonprofit marketing firm, the scientists have created a series of ads for national TV and online audiences, with campaigns targeting North Carolina, Arizona, Wisconsin and other states to come.

The new push takes a page from initiatives, like Mothers Against Drunk Driving, that capitalize on mothers’ moral authority and political power.

“What we want to do is empower other moms to become messengers in the most-trusted category, which is friends and family,” Katharine Hayhoe — an atmospheric scientist, evangelical Christian and mother involved in the project — told the Washington Post.

“I really believe that using our voices is the way we can make a difference.”

Originally posted by Climate Nexus.