Periodic Reporting for period 1 - ERNEst21 (European Researchers' Night in Estonia)
Reporting period: 2021-05-01 to 2022-02-28
The main aim of the ERNEst21 was to highlight the most recent and important accomplishments of Estonian researchers in order to draw attention to the importance of the profession of a researcher. The Estonian Researchers’ Night also aimed to encourage young people to choose careers in research, engineering and STEAM-related areas, and to introduce these professions through numerous entertaining hands-on and minds-on activities. According to a review of the trends in PhD studies between 2006 and 2015 carried out by the Estonian Research Council and based on the data of Estonian Ministry of Education and Research, the percentage of university students applying to study for a PhD (when compared to students enrolling in every other level of education) increased from 3.1% in 2006 to 5.5% in 2015, with the percentage of students graduating with a PhD as compared to with any other certificate also rose from 1.2% in 2006 to 2% in 2015 . This indicates that a career in science, to which a PhD degree is generally a prerequisite, has become more valued in society but continued work on highlighting relevant opportunities is required.
Our intention was to organize a pan-European Researchers’ Night in Estonia in 2021, offering events in around 40 locations in Estonia, which is a country of about 1.3 million inhabitants and 79 local governments. In addition, to organize training sessions and pre-events for researchers to prepare them for engagement with the public during the ERNEst21 in September.
ERNEst21 aimed at:
1) making efforts to enhance the public recognition and awareness of researchers and their work through the setting up of a direct contact between them and the public at large;
2) stressing the importance of science, in particular food science in enhancing people’s everyday lives, environment and health;
3) encouraging young people to embark on scientific careers in order to enable them to develop new skills and find fulfilling jobs;
4) demonstrating the pan-European nature of the European Researchers’ Night initiative by organizing joint online events with other ERN organizers from different parts of Europe;
5) giving scientists an opportunity to interact with the audience and introduce their work;
6) sparking people’s curiosity and interest toward science and improve their perceptions and attitudes towards science through various interesting and engaging events, which are either hands-on or carried out online;
7) reducing the stereotypes about researchers and their profession (e.g. gender, age, personality, etc.);
8) pointing out the essence of being a European citizen by setting up “EU corners” together with the European Commission Representation in Estonia. These EU corners will be run by specialists able to distribute the latest and the most relevant information about science-related opportunities offered by the European Union in an interactive way. Marie Skłodowska-Curie fellows will be invited to share their experience via webinars at these corners, coordinated by the Estonian Young Academy of Sciences (EYAS).
Our intention was to organize a pan-European Researchers’ Night in Estonia in 2021, offering events in around 40 locations in Estonia, which is a country of about 1.3 million inhabitants and 79 local governments. In addition, to organize training sessions and pre-events for researchers to prepare them for engagement with the public during the ERNEst21 in September.
ERNEst21 aimed at:
1) making efforts to enhance the public recognition and awareness of researchers and their work through the setting up of a direct contact between them and the public at large;
2) stressing the importance of science, in particular food science in enhancing people’s everyday lives, environment and health;
3) encouraging young people to embark on scientific careers in order to enable them to develop new skills and find fulfilling jobs;
4) demonstrating the pan-European nature of the European Researchers’ Night initiative by organizing joint online events with other ERN organizers from different parts of Europe;
5) giving scientists an opportunity to interact with the audience and introduce their work;
6) sparking people’s curiosity and interest toward science and improve their perceptions and attitudes towards science through various interesting and engaging events, which are either hands-on or carried out online;
7) reducing the stereotypes about researchers and their profession (e.g. gender, age, personality, etc.);
8) pointing out the essence of being a European citizen by setting up “EU corners” together with the European Commission Representation in Estonia. These EU corners will be run by specialists able to distribute the latest and the most relevant information about science-related opportunities offered by the European Union in an interactive way. Marie Skłodowska-Curie fellows will be invited to share their experience via webinars at these corners, coordinated by the Estonian Young Academy of Sciences (EYAS).
Overview of the results
o 5000 programmes of the event were distributed in all of the locations ERNEst21 events were happening (3 weeks prior to the events);
o Main information about the programme, the news and the pre-events can be found at the revamped official ERNEst21website http://www.researchersnight.ee(opens in new window) which had 19 307 visitors (sessions) and 13 935 unique users (users) in September 2021.
o The YouTube campaign (ERNEst21 poster and video) had 51400 views and in other Google channels the promotional poster was shown 517601 times and had 2423 clicks.
o Marie Curie roll ups displayed in EU corners in Tartu and Tallinn;
o Events and posts on Facebook had a total reach and impressions of 270,000 and 4,000 clicks (average frequency of an advert was 3x per person per day).
o More than 7000 people read the content marketing articles;
o 20 000 people per day saw the promotional video on the outdoor screen on Tartu Kaubamaja shopping mall (the video was on the screen for 12 days);
o 10 000 people per day saw the promotional video on the indoor screen of Tartu Kaubamaja shopping mall (the video was on the screen for 12 days);
o ERNEst21 TV appearances in the morning show Terevisioon (2 times) had 96 000 viewers and in the prime time talk show Ringvaade had 110 000 viewers;
o Media monitoring shows more than 120 mentions of ERNEst21 in media (television, articles, radio, etc) in September 2021;
o Radio appearances had more than 150 000 listeners;
o More than 300 000 people (which is about 25% of the population of Estonia) was made aware of the ERNEst21 and its objectives through the awareness campaign via TV broadcasts, radio stations, newspapers;
o The most notable media coverage (press releases, news, radio interviews, mentions etc.) can be found here: http://www.teadlasteoo.ee/teised-meist(opens in new window).
Events of the European Researchers' Night in Estonia covered the whole country with science-related, fun and engaging events offering a colourful programme for various target groups (including families, students, young adults and seniors) in almost every county in the country.
More than 200 thrilling science events (including the pre-events) took place in Tartu and various other locations all over Estonia. There were 15 165 attendees at the festival events to which we need to add 197 179 people who either listened to the audio content or viewed the video content produced during the week of the event, raising the total visitor number to 212 344.
o 5000 programmes of the event were distributed in all of the locations ERNEst21 events were happening (3 weeks prior to the events);
o Main information about the programme, the news and the pre-events can be found at the revamped official ERNEst21website http://www.researchersnight.ee(opens in new window) which had 19 307 visitors (sessions) and 13 935 unique users (users) in September 2021.
o The YouTube campaign (ERNEst21 poster and video) had 51400 views and in other Google channels the promotional poster was shown 517601 times and had 2423 clicks.
o Marie Curie roll ups displayed in EU corners in Tartu and Tallinn;
o Events and posts on Facebook had a total reach and impressions of 270,000 and 4,000 clicks (average frequency of an advert was 3x per person per day).
o More than 7000 people read the content marketing articles;
o 20 000 people per day saw the promotional video on the outdoor screen on Tartu Kaubamaja shopping mall (the video was on the screen for 12 days);
o 10 000 people per day saw the promotional video on the indoor screen of Tartu Kaubamaja shopping mall (the video was on the screen for 12 days);
o ERNEst21 TV appearances in the morning show Terevisioon (2 times) had 96 000 viewers and in the prime time talk show Ringvaade had 110 000 viewers;
o Media monitoring shows more than 120 mentions of ERNEst21 in media (television, articles, radio, etc) in September 2021;
o Radio appearances had more than 150 000 listeners;
o More than 300 000 people (which is about 25% of the population of Estonia) was made aware of the ERNEst21 and its objectives through the awareness campaign via TV broadcasts, radio stations, newspapers;
o The most notable media coverage (press releases, news, radio interviews, mentions etc.) can be found here: http://www.teadlasteoo.ee/teised-meist(opens in new window).
Events of the European Researchers' Night in Estonia covered the whole country with science-related, fun and engaging events offering a colourful programme for various target groups (including families, students, young adults and seniors) in almost every county in the country.
More than 200 thrilling science events (including the pre-events) took place in Tartu and various other locations all over Estonia. There were 15 165 attendees at the festival events to which we need to add 197 179 people who either listened to the audio content or viewed the video content produced during the week of the event, raising the total visitor number to 212 344.
To evaluate Researchers' Night Festival qualitative research conducting 4 in depth interviews and quantitative research for two target groups – Students and Adults was carried out. This report gives detailed results on the survey as well as interviews.
Quantitative impact assessment
881 respondents participated in this year’s visitor survey (in 2017: 603). 36% (In 2017: 37%) of them were male, 63% (in 2017: 55%) were female and 1% (in 2017: 8%) of the respondents chose not to specify their gender.
Most of the students agreed that ERNEst21 event that they visited rather improved (31%) or fully improved (31%) opinion about researchers. Similar results were among adults as well – for 28% rather improved and 26% fully improved opinion about researchers. Among adults 39% admitted that it actually didn’t change their opinion, and among students 21% of respondents found that the event did not change their opinion about researchers. The majority – 94% (in 2017: 90%) of the respondents – had positive attitudes towards the work/profession of researchers: 278 of the 392 respondents said that the work/profession of researchers is definitely important and 90 said that they rather agreed with it. 8 students replied that they rather disagreed, 2 – fully disagreed, and 14 said that they didn’t know.
Qualitative assessment:
Interviews among the visitors of ERNEsr21 events were carried out. The purpose of the interviews was to better understand respondents’ opinions towards ERNEst events, science and researchers in general. Overall respondents found the events in the ERNEst21 programme interesting. Interviewees would like to see more events related to food, younger people presenting topics, events on future science, interactive exhibitions and visual events. In general participants respect science and scientists and have positive attitude towards science, so the event did not change their opinion.
Quantitative impact assessment
881 respondents participated in this year’s visitor survey (in 2017: 603). 36% (In 2017: 37%) of them were male, 63% (in 2017: 55%) were female and 1% (in 2017: 8%) of the respondents chose not to specify their gender.
Most of the students agreed that ERNEst21 event that they visited rather improved (31%) or fully improved (31%) opinion about researchers. Similar results were among adults as well – for 28% rather improved and 26% fully improved opinion about researchers. Among adults 39% admitted that it actually didn’t change their opinion, and among students 21% of respondents found that the event did not change their opinion about researchers. The majority – 94% (in 2017: 90%) of the respondents – had positive attitudes towards the work/profession of researchers: 278 of the 392 respondents said that the work/profession of researchers is definitely important and 90 said that they rather agreed with it. 8 students replied that they rather disagreed, 2 – fully disagreed, and 14 said that they didn’t know.
Qualitative assessment:
Interviews among the visitors of ERNEsr21 events were carried out. The purpose of the interviews was to better understand respondents’ opinions towards ERNEst events, science and researchers in general. Overall respondents found the events in the ERNEst21 programme interesting. Interviewees would like to see more events related to food, younger people presenting topics, events on future science, interactive exhibitions and visual events. In general participants respect science and scientists and have positive attitude towards science, so the event did not change their opinion.