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POP SCIENCE Report Summary

Project ID: 633307
Funded under: H2020-EU.1.3.5.

Periodic Reporting for period 2 - POP SCIENCE (POP SCIENCE)

Reporting period: 2014-12-01 to 2015-12-31

Summary of the context and overall objectives of the project

Our objective is to reach out to a large majority of the public who have not shown interest in science so far. We want to make them aware of the major breakthroughs in physics, astronomy and related applications of which they have heard from media worldwide, without understanding the profound implications on general knowledge and their spin offs on technology, as well celebrating the protagonists of these breakthroughs: researchers. We have chosen icons from modern culture – an innovative combination of poetry, art, theatre and consumers' gadgets (i.e. pop culture) – as communication vehicles, and a downtown trade center (including Geneva's FNAC) as a the venue. We will partner with a global consumer brand to support a pervasive awareness campaign. Poems inspired by recent discoveries in physics and astronomy, produced by famous poets and university students (selected through an international contest) from at least 6 European countries will be presented on Researchers Night. QR codes of the winning poems will be distributed on the night and subsequently in the subways of European capitals. The poets will have previously attended special seminars at CERN and other scientific laboratories about the new findings and thus be able to translate the scientific message in a concise and accessible language. Augmented reality, robots, QR-bar codes and explanatory video games, will be the highlight of a special tech section and a kids' corner, featuring CERN’s Marie Curie fellows, demonstrating these technologies and whom the public will "speed-date".Data used every day by the researchers to study the deepest secrets of nature will be transformed in visual art for interior decoration and become melodies played live by musicians and downloadable as smart phone tunes. At the POP- science café, the menu features liquid nitrogen icecream and a theatre show on quantum vacuum , where researchers and artists will be on stage, and talk to the public moderated by journalists.

Work performed from the beginning of the project to the end of the period covered by the report and main results achieved so far

I. Periodic Technical report

I.1. Explanation of the work carried out by the beneficiaries and Overview of the progress

Overview of the results
Results are described below per workpackage.

Explanation of the work carried out during the reporting within the whole project in line with the Annex 1 to the Grant Agreement
Target audiences

o Public at large regardless of age and scientific background;
o Special attention to be paid on kids and young people especially those facing a career
o Secondary audiences: journalists and other influencers and intermediaries likely reaching
specific sections of the audience;

Messages conveyed

o Researchers are amongst us;
o Researchers are ordinary people with an extraordinary job;
o Science and research are everywhere, including in citizens’ daily lives and well-being;
o Almost anyone can become a researcher and research and be understood by all;
o Art and science are very close to each other and both explore the frontier of knowledge;
o Research is fun;
o The work of researchers is fundamental for progress of knowledge and mankind, as well as
useful for citizens’ daily life (research is beautiful and useful);
o Research in the infinitely small (particle physics) is very close to research in the infinitely
large (astrophysics);
o Many European organisations at both national and international levels are leaders in such
fields and provide high level training and access to research to the young European

Main communication tools to rely on

Off line

o Public advertising in the venue (intriguing posters featuring the event with attractive popular icons, images and QR codes allowing download of programme and info kit;
o Display of promotional material to schools (gadgets and popular objects ;
o Launch of a competition for focusing the attention on the event;
o Display of downloadable apps and music with the sounds (scientific sonification) on I-Pads and electronic screens;
o Questions and answers sessions with researchers identifiable on specific peak times;
o Publication of different press releases;
o Setting up of several media partnerships (Radio France, local and national TV stations);
o Publications In written and audio-visual press in relation with the poetry competition (launch, results);

On line

o Revamping of project portal (featuring participants’ websites and relayed through them);
o Dedicated YouTube channel including video clips, interviews and blog;
o Revamping of social network profiles (Facebook, Twitter, Flickr)

Promotional material

o Written material (folders, brochures, programmes, posters);
o Banners, ads , websites, link to relevant EU websites and social networks;
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

Overview of the results
o Conception, realisation and display of promotional material: posters of various formats, flyers, poetry booklets, displayed in local schools, turist offices, cultural institutions, French universities and French-speaking Swiss universities, as well as druing pre-events during June and September;
o Special campaign in FNAC stores: display of postrs, banners, floor stickers, as well as of video clips and slides (TV screens in shops);
o Public advertising in commercial centre Balexert: newsletter, display of sldies show in cinemas, theatres, waiting areas, bars, display of flyers through centre info points;
o Invitiations sent to local journalists (Switzerland and Rhône Alpes region) through CERN mailing list;
o Airing of announcements, advertising, interviews (including a live interview from a Nobel Prize laureate), promotional spots and dedicated programmes on local radio station;
o Organisa

Progress beyond the state of the art and expected potential impact (including the socio-economic impact and the wider societal implications of the project so far)

Overview of the results

o Collection, analysis and processing of 156 feedbacks (questionnaires pre and post event, interviews, votes...);
o Main conclusions:
o Typology of visitors: 49 % male, 51 % female, aged between 25-45 I average, youngest being uner 16 and oldest between 55 and 64, 45 % with a university degree (of which 20 % I science), 13,4 % baccalauréat;
o Knowledge about the event: 33,3 % through website and media, 22 % through printed advertising, 26,44 % word of mouth (freidns, colleagues, family), 12 % newsletter at the venue (shopping mall), 8,7 % through social media and 4,3 % through their participation to a previous edition;
o Overall positive feedback about the event itself (activities, interest, contacts with researchers, venue and location, concrete organisation );
o Increased motiviation from researchers for an active invvoelment in the activities;
o Most successful activities: science at the cinema, fun with physics;
o Less successful activities: ask a researcher (FNAC store);
o Possible improvements:
o Reinforced researchers' training for getting in touch with the general public (increased pro activity);
o Use of "cultural filters" such as cinema and playful entertaining activities.

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