The public expects all Arctic scientists to know about polar bears, and all Antarctic scientists to be expert on the “ozone hole”. Exposure to bears or the effects of ozone depletion can result in death and are both thus newsworthy. Yet whilst deaths from bears continue to be news, some parts of the media appear to be showing “ozone fatigue” — the public are deemed to have heard enough of this story. Too bad — because the story can only get worse before it gets better.