“Lewis Pugh was very lucky that he didn’t die. Nothing is worth risking your life like that.”, “Swimming at the North Pole was a powerful way of showing people the eff ect of climate change.”, “The eff ects of climate change in the Arctic were already very well known before he did his swim.”, “The personal story of his training and his fears and difficulties make the message about climate change more memorable and real.”, 4 “The journey to the North Pole was long and expensive, and probably wasn’t good for the environment. Wasn’t there an easier way to raise awareness?” .

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