Reflecting on some media interest in the last few days in Melbourne about our beach water quality following the recent storms and I've been struck by the focus on the simplicity of the message. I suspect it is not often that we scientists tell it in plain English and when we do the media picks up on it. Perhaps it was a slow news day or maybe it was a grown man with a PhD saying "poo" on national TV? At least we have got good messages out about water quality, swimming safety and being really aware about what we do in our catchments... because it all ends up in our bays & seas eventually. Anyway this was one of my recent attempts to get out some difficult messages about avoiding beaches in Melbourne in summer. Love to hear your experiences of simple science communications helping with difficult messages.