It's true. Everywhere is hotter. No matter where you are you can't escape this fact. From New York to Tokyo it's getting hotter. Everyone is responsible for this change. What I'm trying to say to people is no matter where you are you have to face this change unless you do something about it. The message is simple bold understandable, so it's easy to get through to people. My billboards are to remind people in the metropolis of the changes that they're going to face.