“The Cool Down” seems to be an activist, propaganda oriented content mill, with click-bait headlines that typically read “Scientists fear …”, “Scientist scared…”, “Experts worry….”, “Scientists stunned…”, “Health officials sound alarm…”: Health officials sound alarm as ‘deadliest animal on the planet’ spreads across southern US — here’s what you need to know
Great headline, huh? It’s referring to mosquitos which spread every year in the U.S. but don’t let that stop a scary headline. This story is written by Daniel Gala.
These types of headlines are indicative of a content mill and propaganda site that syndicates its output to Yahoo News and the MSN Start pages. They make money from ad views and clicks even if just a few stories “go viral”.
(UPDATE May 2026 – their content has changed to become less click-bait inflammatory. Without the nonsense headlines, the content might even be useful. Oddly enough, I discovered this content mill is based about 25 minutes from my house! Their content used to appear regularly in my MSN Start page and Yahoo News feeds but for unknown reasons, is no longer showing up there.)
From their own description, they are an activist organization using messaging (aka propaganda) to promote an agenda:
“The Cool Down is mainstream America’s guide to a cleaner, cooler future, making it easy for people from all walks of life to help themselves while helping the planet. The Cool Down is America’s mainstream climate brand, empowering people from all walks of life to help themselves while helping the planet.”
