In recent years, many approaches to framing climate change have been tested on the largely indifferent American public. But there are signs that policy-shapers might finally have hit on a winning way to frame the threat-cum-opportunity posed by the pollution-driven phenomenon of climate change: it is first and foremost an urgent public health crisis. Veerabhadran Ramanathan, a pioneering climate scientist born in India and now at Scripps Institution of Oceanography at UC San Diego, echoed this point to me. "You tell me why in the United States we have air pollution laws," he said when we met in Lucknow, one of India's most polluted cities. "Because of climate? Because of (the) ecosystem? No! The whole western European clean air act is [about] health. I don't think Indians are different."