Report
Teaser, summary, work performed and final results
Periodic Reporting for period 2 - NHM NIGHT5 (NHM NIGHT5)
Teaser
Since 2010 the Natural History Museum has successfully delivered four consecutive European Researchers’ Nights with increasing public participation and engagement year after year.In 2014 the European Researchers’ night in London and Tring aimed at building on this...
Summary
Since 2010 the Natural History Museum has successfully delivered four consecutive European Researchers’ Nights with increasing public participation and engagement year after year.
In 2014 the European Researchers’ night in London and Tring aimed at building on this experience to aid the delivery of at least five captivating events across the UK.
In such context, the main objectvies of the project were:
o actively breakdown existing public stereotypes of researchers;
o drive home to the public an awareness of the role and value of science;
o inspire the next generation of young researchers and demonstrate the varied roles and careers open within science.
The Natural History Museum has an outstanding record in public outreach programmes and the 2014 project was the largest effort of this kind that NHM had undertaken to-date.
Over 400 researchers and PhD students delivered 200 different engaging activities , from EU corners, science stations (showcase of research and specimens), science bar(chat with scientists around a drink), be a scientist (bring an item for identification by scientists), behind the scenes tours accompanied by expert guides, animal vision shows, nature live, to 30 minutes interactive dialogue event linking to researchers behind the scenes and across Europe and formats alongside 50 professional educators in a fun and stimulating atmosphere.
Work performed
\"Explanation of the work carried out during the reporting within the whole project in line with the Annex 1 to the Grant Agreement
AWARENESS CAMPAIGN
Target audiences
o Adults of a wide social cultural and age range, in particular those new to science events and interested in sciences/arts/wild life and the environment;
o School students in particular those facing a career choice, families, in particular parents likely to support their choice;
o Local university students, research community and educators, these being the secondary target audience.
Messages conveyed
o Researchers are amongst us;
o Researchers are ordinary people with an extraordinary job;
o Research is fun;
o Come and understand the real job and role of researchers.
Main communication tools to rely on
Off line
o Articles, advertisements, announcements in printed media such as the Time Out, Metro;
o Public advertising (banners) on Cromwell Road and Exhibition Road;
o Announcements and promotion in NHM magazine;
o Posters distribution campaign in particular within London–based universities;
o Direct contacts with schools, in particular in schools with students underrepresented in higher education/university (agreement with local educational authority);
o Cooperation of the researchers involved in the actions with the NHM Media Relations team for optimised media coverage.
On line
o Digital display and search advertising targeting the audiences mentioned above;
o Promotion via NHM website and social media channels;
o General mailing to schools and teachers;
o Openness to cooperation with other EU-funded British projects in particular through social media.
Promotional material
o Banners, ads, websites, links 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
http://ec.europa.eu/dgs/communication/services/visual_identity/index.en.htm
Overview of the results
o Publication of articles and announcements in written press (over 20 well-read publications);
o Revamping, constant updating and maintenance of project website namely http://www.nhm.ac.uk/science-uncovered;
o 28.772 visits on project website;
o Revamping, constant updating and maintenance of social networks profiles (Facebook, Twitter, Pinterest);
o Over 5.000 clikcs on Facebook;
o Over 930 tweets by 688 different people;
o Airing of one interview on radio (BBC 4);
o Over 23,5 million people made aware of the Researchers\' Night and its objectives.
ACTIVITIES DURING THE NIGHT
Locations and venues
o London, South Kensington (NHM) – Exhibition road cultural quarter
o Hertfordshire, The Walter Rothschild building (NHM) - Tring
Main types of activities planned
EU corners, science stations (showcase of research and specimens), science bar(chat with scientists around a drink), be a scientist (bring an item for identification by scientists), behind the scenes tours, accompanied by expert guides, animal vision shows, nature live, 30 minutes interactive dialogue event linking to researchers behind the scenes and across Europe…
Detailed programme of activities
o Nature games:
o addressing mainly young and fashionable audience;
o conversations about scientific findings and their relevance;
o Examples of games: BioPhylo (cooperation with British Columbia university in Canada), Ecosystem collapse, snakes and ladders, about biodiversity loss issues;
FameLab: presentations lasting 3 minutes on line by researcher traveling across EU(notably Sofia and Athens);
o Dedicated school programme : dedicated science stations, nature live events an guided tours for students , in the morning, with a special offer to come back in the evening with their families; (family welcome desk offering a small token/gift for further information about s\"
Final results
2014 Overview of the results
o Collection and processing of over 2.850 feedbacks through
o polls, (2240);
o feedback forms (452);
o responses to stamped on science evaluation question (128);
o face to face interviews with kids and young people (38);
o Main conclusions:
o Overall positive feedback about the event (activities, interest, contacts with researchers, concrete organisation, scheduling, venue) (95 % respodners ratng the event excellent or good);
o General astonishment of attendees when discovering the variety of the researchers present (60 %);
o Increased awareness about about the potential benefits of science to society (75 %);
o Increased awareness about the importance of science and consequently of the researchers\' job (86 %);
o Increased awareness about the various research careers available (75 %)
o Geenral intention expressed to take part in other science-remaetd events after having participated in the ERN in London and Tring (78 %).
2015 Overview of the results
Collection, analysis and processing of 4.368 feedbacks mainly based on the online survey, as well as the entrance and exit polls;
• Main conclusions:
• Typology of visitors: 66 % responders female, 63 % responders aged 16-34 (harder to reach), combination of students, teachers, young people, adult audience many of whom are already in employment or committed to a course of study.;
• Overall positive feedback about the events themselves (locations, venues, activities, interest, contacts with researchers, concrete organisation, schedule…);
• Witnesses from teachers confirming the effectiveness of the outreach sessions; at challenging the children’s preconceived notions about science and scientists, stimulated their interest in science and encouraged them to think more carefully about possible future careers in science;
• 7Increased interest for science amongst A level students: 70 % (Manchester), as well as their interest in pursuing a research career;
• Increased awareness that researchers are a diverse community (84,2 % responders in London);
• Increased awareness of the key role of researchers and the benefits brought by research to society :69 % responders in London, 86 % in Tring and Manchester;
• Increased inspiration for taking part in other science events: 84 % responders in London, 78 % in Tring and 83 % in Manchester;
• Increased understanding of the diversity of careers open in science: 87 % of responders, both through the online survey and the feedback filled in forms.
Website & more info
More info: http://www.nhm.ac.uk/science-uncovered.