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Science@Aveiro, General public and researchers – Closing the Gap.

Periodic Reporting for period 2 - Science at Aveiro (Science@Aveiro, General public and researchers – Closing the Gap.)

Reporting period: 2015-01-01 to 2015-12-31

The European Researchers’ Night 2015 “Science at Aveiro” was dedicated to the theme “materials”.
It intended enhancing the public recognition of the researchers and their work, pointing out the impact of research achievements on the citizens’ daily lives and well-being, presenting researchers as “ordinary people with an extraordinary job” and consequently stimulating young people‘s interest for science and for science careers.
The activities addressed the public at large in all its components, with a strong focus on kids and young people, in particular those about facing a career choice.
Activities offered took place in the city of Aveiro, centre of an industrial spot, diversified in terms of sector of activity and one of the most dynamics in Portugal. It is furthermore known as the city of research and innovation, as a consequence of the projects that have been developed in different areas and to his Innovative University (University of Aveiro).
An intensive awareness campaign was undertaken, including the launch of an entitled “Competition 10th anniversary of Researchers’ Night”, involving categories on drawing, photography and video on the theme “Research is everywhere”; such competition addressed the general public but was mainly participated by students.
A broad range of activities was offered to the attendees, amongst which hands-on experiments, interactions with researchers, science challenges, science quizzes, scientific cultural urban activity, scientific performances, presentations, interactive games, exhibitions, European corner… Although addressing, as referred to above, the general public, the programme offered specific aspects targeted at categories such as kids, teenagers, adults, teachers, parents, “ordinary people”, researchers, entrepreneurs, tourists, policy makers…
The project was conducted by the University of Aveiro, Fábrica Ciência Viva Science Centre and Globaz, SA, with the support of Municipality of Aveiro, Association for Education and Valorisation of Aveiro Region and Group of Schools of Aveiro.
"WP1 AWARENESS CAMPAIGN
Tasks undertaken
Target audiences
o Public at large regardless of age and scientific background;
o Special attention to be paid to kids and young people, especially those facing or about to face a career choice;
Messages conveyed
o “A noite é sua, a ciência é para todos!” “The night is yours, the science is for all!”
o Researchers are amongst us;
o Researchers are ordinary people with an extraordinary job;
o Researchers is fun and fascinating;
o Researchers’ work is everywhere and has an impact on citizens’’ daily lives and well-being;
o Europe cares for tis researchers and research and supports them;
o European and international cooperation are of utmost importance in current research;
Main communication tools to rely on
Off line
o Publication of articles, announcements and advertisement in press;
o Publication of various press releases;
o Launch of photo, drawing and video competitions, notably through education entities of north and Centre regions (at least 500 schools);
o Conception and realisation of a promotional video;
o Airing of promotional spots and radio sketch on national and local radio stations;
o Display of promotional material (informative and promotional, folders etc., gadgets);
o Setting up of stands in several schools and universities in the region;
o Direct contacts with universities and schools (students, teachers, parents,) businesses community and associations, media, senior associations, public authorities, VIPs…
On line
o Setting up of a dedicated website (info on programme and activities);
o Links with partners’, institutional and popular websites;
o Setting up of social networks profiles (Facebook, Twitter, LinkedIn, Pinterest, Instagram);
o Mass mail marketing;
o Sending o electronic newsletters (one each three months);

Promotional material
o Posters, brochures, folders, programmes;
o Ads, banners and websites;
o Mention of ""This European Researchers' Night project is funded by the European Commission under the Marie Skłodowska-Curie actions"" on all promotional material displayed;
o Promotional gadgets (displayed through the European corner notably), complying with the general guidelines available at
http://ec.europa.eu/dgs/communication/services/visual_identity/index.en.htm

Overview of the results
o Conception, realisation and display of promotional material: flyers, brochures including programme, displayed in cafes, bars, schools, universities and frequented places of the Aveiro city and surrounding cities;
o Public advertisement at outdoors and Mupis (4) around the City of Aveiro;
o Street marketing in several cities of Aveiro region (namely Aveiro, Oliveira de Azeméis, Santa Maria da Feira, São João da Madeira, Oliveira do Bairro and Ovar).;
o Direct contacts with universities and schools, business community, associations, media, senior associations, public authorities, VIPs…;
o Publication of several articles in newspapers such as Noticias de Aveiro, Boas Noticias, Diário de Aveiro;
o Publication of several press releases displayed to both national and regional media;
o Publication of advertisement in written press (magazines, newsletter);
o Airing of promotional spots, interviews on Radio Terra Nova;
o Launch of several competitions (namely drawing, photo and video) addressing 500 schools through the educational establishments of North and Centre regions;
o Setting up, constant updating and maintenance of project website, namely information on programme, detailed activities;
o 8180 page views, 3747 unique visitors, 1:31 average visit duration
o Links with popular and institutional websites;
o Posting of adds an banners on numerous websites;
o Setting up of social networks profiles (Facebook, Twitter, LinkedIn, Pinterest, Instagram);
o 649 likes on Facebook, 150 visualisations on YouTube
o Mass mailing through Fábrica Ciência Viva Science Centre newsletter (4.000 subscribers);
o About 300.000 people m"
"Overview of the results - Period 2
o Collection and processing of 61 filled in questionnaires
o Main conclusions:
o Typology of responders: 70,5 % male, 29,5 % female, 42,6 % aged under 20, 11,5 % aged between 21 and 25, 16,4 % between 26 and 11,5 % between 31 and 35, 6,6 % between 36 and 40 and 11,4 % over 41, 45,9 % graduate, 32,8% VET, 11,4
7
% basic education and 9,9% having a master degree, most responders having stayed between one and two hours;
o Overall positive feedback regarding the event (activities, interest, contacts with researchers, concrete organisation, scheduling, venues) (100 % responders very satisfied or satisfied);
o Increased awareness about researchers as ""ordinary people"";
o Increased awareness about the importance of research for society (important/very important for all responders);
o Rather general intention expressed to take part in future similar events (82,8 % responders);
o Suggestions by responders: reduction of the number of parallel activities with a view to allowing the visitors to take part in as large as possible a number of activities.

Final Report
Quantitative data:
o Overall number of visitors during the 2 events: 6100;
o Overall number of people having been made aware of the Researchers' night and its objectives (whether possible avoiding any overlap between the first and second event-related data): over 300.000 each year (possible overlapping not identified);
Overall number of activities offered: 76 activities during 2014 and 2015;
o 90 researchers actively involved in the activities, of which:
▪ Number of researchers having benefitted from Marie Curie scheme:
11 (eleven) researchers
▪ Number of researchers having benefitted from support under FP 7/HORIZON 2020;
36 (thirty six) researchers
o Number of European corners organised and if available number of people having visited them: 5, which have approximately been visited by about 80 % of the attendees each year, meaning about 4.800;
Qualitative data:
o General impact of the action:
▪ On public image of researchers and their job:
Science@aveiro events allowed demystifying the idea of the researcher as someone different and inaccessible. It allowed participants to interact with science and engage in informal activities with the researchers.
▪ On public image of science and its potential impact on citizens' daily lives:
The themes chosen for the 2 editions were Materials and Light. During all the program, we have showed that both topics (materials and light) have a strong impact in our daily life, even when we don’t notice that, and that the use of those resources are result of a strong investment in research.
▪ On interest expressed by young people for career sciences:
One of the main targets of the Science@Aveiro events were the young students and the main goal was to show them the benefits of embracing a scientific career. We believe that the use of hands-on experiences, demonstration, science shows and workshops contributed to raise the interest of the young people into science.
▪ Other potential impact: on policies, on cooperation between research-related entities having cooperated for the action, on researchers themselves (communication skills, way of perceiving interaction with the public at large, … ):
We felt that the involvement of different stakeholders like universities, researchers, policy makers, SMEs, Industry, associations, schools and population have contributed to emphasise that all of them are important to science and all of them has a role in the chain for making science attractive for young people.
o Specific impacts observed:
▪ Increased interest of young people for science and science careers (with indication of the parameters used for measuring such impact whether possible):
We had the total participation of 6.100 visitors, and we estimate the participation of 5.000 young people.
▪ Increased public awareness about science and researchers' work (with indication of the parameters used for measu"
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