To make Estonians take global warming more seriously, we had to bring the problem closer to home and localise the global issue. So Telia, one of the Baltic region's largest telecom providers, created digital billboards that showed LIVE weather/temperature conditions based on the geographic coordinates of the billboard and compared it to the weather/temperature conditions 50 years ago, in the year 1970. The real-time data comparison served as the harshest reality check.