Non-traditional ways of communicating astronomy with the public: outreach or outrageous?
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Non traditional ways of communicating astronomy with the public… Outreach or Outrageous? 7 September 2010 JENAM, Lisbon @oanasandu
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A presentation on how to make outreach efforts in astronomy and science more efficient by using non-traditional ways of communication.
Transcript of Non-traditional ways of communicating astronomy with the public: outreach or outrageous?
Non traditional ways of communicating
astronomy with the public…
Outreach or Outrageous?
7 September 2010 JENAM, Lisbon
@oanasandu
She’s an Astronomer
Organiser: Astroclub Bucharest
Insights:
On 8th March Romanians celebrate Mother’s Day. Usually, families go out in the park.
Every girl, woman and mother receives a “martisor” – a token of spring.
She’s an Astronomer
Activity in Bucharest: Solar Observations in the park offered by women amateur astronomers only and tokens of spring with the IYA2009 logo for all women
Simultaneous activities in more than 9 other cities in Romania
Barlad Blaj and MediasBacau
Blaj and MediasTulcea
Credit Alex Conu for Baneasa Shopping City
She’s an Astronomer - Facts
Media coverage in Bucharest:
22 news websites
6 websites for women and on fashion
4 blogs
Extensive article in city guide magazine
Interview in “Careers”
Featured article in “Freedom for Women”
News at National Television
News at 3 radio stations with national coverage
Media coverage in the country: 33 more articles
Galilean Nights
Organiser: Astroclub Bucharest and The Astronomical Observatory from Bucharest “Amiral Vasile Urseanu”
Insights:
October was a rainy month in Romania and no chance of showing Jupiter to the public.
There is a tea culture developing among young people in Romania. Quite a few tea houses in Bucharest are among favorite places to meet and chat
Best Plan B at Galilean Nights
Awards
Galilean Nights
Activity: Galilean Night with hot tea and a journey to Jupiter
The Astronomical Observatory was transformed in a tea house.
Presentations about Galileo Galilee and journeys to Jupiter with astronomical software
Galilean Nights - Facts
During 6 hours, there were 300 visitors, 250 tea cups prepared and 6 presentations made.
The event was broadcast by 3 major TV stations, 4 radio stations and 9 websites, among which:
2 of the most visited women websites (with approx. 60.000 and 12.000 visitors per day),
3 of the most popular news websites (with approx. 80.000, 180.000 and 290.000 visitors per day).
Counting only these websites, we had 622.000 people reached through PR efforts.
Message
Noise
MessagePerceived signal
Signal
Shannon – Weaver model of communication
Our communication model
Games
TV
Cinema
TwitterInternet
MagazinesAstronomy
Noise
1. Know your target
Research
Studies, focus groups, friendly chat
Discover their insights
What and where they eat and drink, where they spend their free time, who are their role models, what magazine they read etc.
Did you know?
From a choice of six role model types for a daughter respondents chose:
life-saving doctor – 47%
Nobel prize-winning scientist - 20%
Olympic gold medalist – 14%
Best-selling novelist – 9%
5% of respondents chose a celebrity or pop star as a suitable role models for young girls*
More than half of teenagers do not want a career - they just want to be famous. Asked the question "What would you like to do for your career?”, 54 per cent answered "Become a celebrity”**
*Study by ICM for the Royal Society
**A survey on 1032 16-years-old done in 2010 in UK
2. Chose the right channel
The right channel is the channel that your target uses, not the one you use.
Did you know?
Top 10 magazines for teenagers include: Cheerleader, Girls’ Life Magazine, Seventeen, TeenVogue etc. (allyoucanread.com)
The Daily Telegraph is Britain's biggest-selling quality daily newspaper, but readers between 15 and 24 are only 5% of total readership*, while most readers are 45+ which makes it a perfect channel if you target are… adults.
* www.nmauk.co.uk
3. Speak your target’s
languageThe secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships. (Leo Burnett)
Use the words and style that your target uses, the images, characters and situations that are familiar to your target group.
Our communication model
Games
TVCinema
Internet
Magazines
Astronomy
Noise
Non Traditional ways of Communicating astronomy
with the public
Outrageous
Outreach
