As I’ve explained in previous posts, scientists sometimes have a difficult time explaining science to non-scientists. The reason is that how we’ve been trained to convey information (technical descriptions) is not necessarily how our audience can understand it. Taking out the technical jargon helps but often is not enough. The solution is to step back from the data, the complicated graphs, the myriad details, and the boring caveats; then find the key message in all that mess and present it in a way that anyone, regardless of training, can understand and, most importantly, can relate to.

The following video created by Norwegian TV does precisely that. It is a brilliant depiction of the difference between trend and variation and subtly makes the connection to climate change data.

Take a look (select HD version and full-screen for best viewing):

The average person, lacking training in statistics, is often unclear about the difference between trend and variation (something that climate change deniers have exploited). However, a lack of training does not mean that the average person cannot understand these concepts, if explained clearly and in a way they can comprehend.

As a scientist videographer, it’s essential that you look at the information you wish to convey from the viewpoint of your target audience, not from your viewpoint. If you do that, I predict that your video will not only be more easily understood but will be more memorable.