Science communication on the Commission's radar
What is the best method of communicating the results of European scientific research? This question is more and more frequently the focus of debate around Europe as science and communication increasingly intertwine. Recognising this trend, the European Commission is taking steps to be at the forefront of science communication. As well as funding communication projects under the Sixth Framework Programme (FP6), it introduced a clause making the dissemination of research results a requisite under all Seventh Framework Programme (FP7) projects. In addition to classical methods of communication, the EU is also interested in the audiovisual communication of European research. Following the re-launch of its science film portal, AthenaWeb, the Commission also recently hosted an event at the European Parliament where APPEAR, an EU-funded communication project, showcased four short films on four large-scale European medical research initiatives. According to APPEAR coordinator, Mauro Bianchi, the project was both groundbreaking and a first for the EU since it combined classical public relations (PR) materials with the production of films, which it then distributed to broadcasters the world over. 'I think we can say that the model and the project we presented today to the European Commission is a success story, as the audiovisual content we produced was broadcast in fifteen countries on 22 European TV channels in 2007,' Mr Bianchi said. The aim of the project was to boost public perception of EU-funded research by providing concrete results. 'I am convinced by the importance of popularising science and making European citizens aware of what the EU is funding in terms of scientific research and development, which benefits all its citizens,' said Mr Bianchi. The project consortium was made up of a pool of communication consultancies and companies specialising in EU research affairs, as well as professional film producers and distributors. The methodology behind the project was very simple and effective, according to the project coordinator. Whilst the PR people took care of the written communications, the producers created short and long films about four medical research projects; BetaCellTherapy (Beta cell programming for treatment of diabetes); Bloodomics: (Research of heart disease); Empro (European microbicides Project); EuroHear: (Bringing the genetic basis of deafness to light). The distributors were then tasked with disseminating the film to broadcast stations around the world, who now have the freedom to use and reuse the content as they see fit, and according to their audiences. 'I think it is the leading content the EU has produced so far,' said Leopold Hoesch, the Managing Director of Broadview TV, who produced the films. 'We made these films in a journalistic style and did our best to simplify the scientific content as much as possible,' he said. While goal of disseminating the results of European research is important, it is not an end in itself. Encouraging younger generations to take an interest in science and perhaps opt for scientific careers is a stated goal of the project consortium and the Commission. With this in mind, some of the members of the project consortium are currently waiting to hear back from the Commission on its proposal to create a virtual 3D world aimed at teenagers. Called the 'Island of Science', it would be modelled on the now popular Second Life. The APPEAR project was funded under the 'Life sciences, genomics and biotechnology for health' priority of the Sixth Framework Programme (FP6).