Download 011206log - Indico

Coordination of LHC communication
James Gillies
1 December 2006
Methodology
A stronger role for the LOG
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Public understanding
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Brand image
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Pressure on funding
Methodology
Formative evaluation…
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PPARC has commissioned research that
asked adults, teachers and young people
about their interest in, knowledge of and
concerns about the Large Hadron Collider
(LHC) project.
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Target audiences: Public; Policy makers;
students 14-18
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Fieldwork took place in August and
September 2006.
Methodology
The results (public & decision makers)…
“I think it’s fantastic. Why wouldn’t we want to know where we’ve come from and why we’re here?”
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Be open… communicate the development as
well as the results.
Avoid using the words ‘physics’ and ‘particle
physics’ in titles or early in communications.
Avoid confusion - LHC, ALICE, ATLAS, CMS,
LHCb…
People assume that scientists already know
about matter, mass and how gravity works.
Focus on the ‘origins of the universe’, ‘what
happened immediately after the Big Bang’,
‘world’s biggest experiment’.
Methodology
The results (public & decision makers)…
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There is support for blue skies research.
However, there is usually some utilitarian
drive behind that support, so highlight the
potential utility of the project.
Medical spin-offs most relevant, Grid a hardsell.
Fear of the unknown and of the term
‘nuclear’.
Communications should include information
on the funding and examples of how this
compares to other public sector spending.
Methodology
The results (teachers)…
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Physics is seen as a male subject - need to
counter stereotypes.
Relevant and current material, for example
access to data from LHC experiments, would
be welcome. Must link to curriculum.
Need to work with exam boards on syllabus
coverage and making LHC resources
available.
Big Bang is covered pre-16 - LHC can be used
as extension activity.
Quiz format well liked.
Web-based resources must include elements
that teachers can manipulate.
There should be a website for teachers.
The Public
The results (students)…
“I think it’s fantastic. Why wouldn’t we want to know where we’ve come from and why we’re here?”
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Experiments in physics seen as
less exciting than other science.
Students more concerned than
adults about financial aspects.
Science centres seen as places to
go to on school or family trips.
Investment in science centres
should target school and family
groups.
Access to ‘real scientists’ highly
valued.
Methodology
The Times 20 November 2006
“The Large Hadron Collider (LHC)
will be the biggest and most
powerful particle detector.”
“CMS will be linked to a bigger
detector 330ft underground.”
Methodology
Brand image… a Graphic Charter for CERN
A reference document that contains the fundamental rules for the use of the
graphical elements that constitute the visual identity of Organization, a project or
an enterprise.
Objectives:
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Recognition
Uniformity
Economy
Recognition? Uniformity? Economy?
Methodology
Funding pressure…
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Triple funding - CERN, national, experiments…
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CERN communication funded at ~50% typical
organizations of similar size…
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Role of CERN (communication group, LOG):
coordination!