A still from Unsung Heroes of Science
Science is the fundamental driver of human progress and its impact on the development of a healthier, more sustainable and more prosperous society has been enormous. Yet as we all know there is still much to be done to solve the world’s most defining problems such as poverty, hunger, disease and climate change. Every day, scientists across the globe strive to provide answers to these global societal challenges, going to great lengths and often making huge personal sacrifices to do so.
So why are so many scientific companies, organisations and institutions struggling to engage people in these inspiring topics? The truth is that science has an image problem and much of it comes down to trust.
We hear a lot about the amazing the technologies and resources behind modern science (usually from the companies that create them), but as marketers we know that people tend not to trust such abstract and ‘faceless’ entities. What they really trust…is other people
Breaking out of the lab
No doubt scientists need to break out of the comfort zone of their labs and the preoccupation with published papers; and instead start communicating their stories in a way that everyone can understand. As Einstein famously said, “If you can’t describe it simply, you don’t understand it well enough.”
In short, science needs a human face. And equally importantly it needs to provide a much-needed platform for regular, everyday people – who just happen to be extraordinary scientists.
Fortunately there are an increasing number of successful initiatives dedicated to doing just that.
- Take Tedx Science which launched seven very successful talks to make you fall in love with science
- The Facebook page I F*cking Love Science is dedicated to popularising scientific breakthroughs and has almost 23 million fans.
Unsung heroes of our time
Of course, as brands we know that storytelling has tremendous potential to deliver indelible messages and images; and in the context of science a recent campaign from DSM has tapped into this emotional potential by paying tribute to contemporary, independent scientists who are helping to change the world. The campaign centered around a short film showing the struggles, sacrifices and tenacity of five scientists unconnected with DSM who are striving to solve enormous societal challenges.
Unsung Heroes of Science has been viewed 4 million times to date and is linked to an online platform www.sciencanchangetheworld.org through which DSM wants to start a conversation with the general public, opinion leaders, governments, businesses and other stakeholders about the importance of science for society.
What does the future look like?
The future of science lies in its power to inspire. And this inspiration will serve to get more people interested in, and engaged with, science – and the societal issues it solves.
When it comes to tackling our global challenges and being truly recognised for doing so, now could be science’s time to shine.
Follow Jos at @JosvHaastrecht
Image: DSM
Jos will share insights into the Unsung Heroes of Science campaign at the Video for PR and Communications Conference, held on April 21 and 22 in Berlin. Now in its third year, the Video for PR and Communications Conference focuses on developing creative stories for your message, the practical side of the process and strategies of successful campaigns. with speakers from ING Bank, Novartis and many more. To reserve your place at this event, register here.
