Scicomm matters now more than ever! Returning from a trip to rural USA, realizing the messages so familiar to us are not getting out - both in terms of 1) disruptions to US science and 2) healthcare misinformation. Efforts like https://sciencehomecoming.com/ matter. As you engage, one piece of advice: focus on why what you do matters for them. Careers in rural America (logging, mining, industry) have been decimated over the decades, and there’s a sense that just happens in waves. We must convince them of why it can’t happen to science. It’s a hard sell. I’d love to see really effective examples of it. Know any?