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Illustration: Rae Cook/Axios

Pique Action, a new media company launching today, is betting that short form "micro-documentaries" that tell stories about people working to reduce greenhouse gas emissions will help to counteract our doom-scrolling tendencies.

Why it matters: The media organization, launched by film veteran Kip Pastor (whose credits include "In Organic We Trust," and "Sickhouse," the first film shot and distributed on SnapChat) and social media strategist Tyler Steinhardt, plans to distribute positive stories about climate solutions through social media platforms like SnapChat, Youtube, TikTok and Twitter.

Details: Pastor has been funding the nascent organization on his own as it gets up and running, but the company is in the middle of a fundraising round, he told Axios.

  • Videos already completed range from stories shot in Bangalore to Berkeley, including one on a company called Carbon Cure, that's working to store carbon dioxide in concrete.

What they're saying: "We want to change this, this culture of doom," Pastor told Axios. "The communication messaging has failed, and we know there's a deluge coming, you know, and how are people going to mitigate climate change in their daily lives?" Pastor said.

  • "So, at Pique we really want to change the conversation. And the way we're going to do that is with short form viral content on social media."

Yes, but: Cracking the code to get videos to go viral can be extremely difficult, particularly for complex, weighty topics like climate change. Pique is planning to do creative services and branded content work as well, according to its website, but Pastor said they are working with popular TikTok creators to get their first batch of stories out as soon as the next few days.

The bottom line: For the past two years, many of us have been caught in a doom-scrolling. If Pique can break through that tendency with positive stories about change, it could play a useful role in climate discourse.

Go deeper

Poll: 52% of Americans say they've experienced effects of global warming

Expand chart
Data: "Climate Change in the American Mind;" Chart: Jacque Schrag/Axios

According to new results from a national poll from the Yale Program on Climate Change Communication, a record high of seven-in-10 Americans said they are at least "somewhat worried" about global warming. This beats out the findings from the same question dating back to 2008.

Why it matters: Americans are increasingly perceiving climate change as a current danger affecting them personally, a development that could shift attitudes toward federal policy.

Updated 49 mins ago - Health

Massage, facial, pedicure... intravenous drip?

A salon on the Upper East Side of New York that offers IV drip therapies. Photo: Jennifer A. Kingson/Axios

IV drips — the kind you might get if you're rushed to the hospital — are trending as a spa treatment, thanks in part to endorsements by celebrities like Kim Kardashian and Madonna.

Why it matters: Like other "wellness" trends with a whiff of medical imprimatur, IV nutrient drips can be harmless or mildly restorative — or go awry, particularly in the wrong hands.

U.S. sounds alarm on Ukraine

Conscripts line up at a Russian railway station yesterday before departing for Army service. Photo: Sergei Malgavko/TASS via Getty Images

The Biden administration is "deeply concerned" by new intelligence — detailed for Axios and other outlets — showing Russia stepping up preparations to invade Ukraine as soon as early 2022.

Why it matters: Most of this was known from public sources and satellite imagery, but the administration is sending a stronger signal by releasing specific details from the intelligence community.