Summary
Science|Business will coordinate the development of the content – producing interactive journalistic pieces (‘snowfall’) and commissioning modules of graphic design, video, etc. to contractors when necessary. Where possible, the content will complement work already underway in the ERC’s in-house communications unit – so that we expand the overall ‘voiceprint’ of the ERC, rather than duplicate or contradict internal activities. All materials will be originally produced in English but these modules will be adapted to their target audiences when needed. A sub-set of the university members and museums will provide translation of the content into their local languages. Dependent on the museums and universities most actively engaged under each theme, materials made available to third parties will be translated in at least two other languages.
The campaign will be supported by four types of ‘communications vehicles':
Snowfalls: Each content package will have, at its core, a rich, interactive set of online articles. It starts with one long, high-quality article on the theme of the package (for instance: How do we sense the world around us?) This would be presented with striking photography, art and interactive features that invite readers to explore. The model for this is a journalistic form pioneered a few years ago by the New York Times, about the death of a group of skiers during an avalanche (hence, the generic term that followed: a ‘snowfall’) Science|Business has successfully produced these for other clients. But the main article is just the start: Linked to it would be a series of other articles and resources with increasing technical sophistication, such as articles about the individual research projects, our other content (below), other ERC resources on the topic and, ultimately, journals or other specialist publications. Throughout, the ERC brand is visible. The result: A world of science to explore at varying levels of sophistication, with multiple entry points for different audience segments.
Videos: Each selected project will be featured in short (about 90 seconds), inspirational but “graspable” pieces. The videos must grab the attention of the younger and general audience – and be understandable - from the start. That means they must begin with something striking: images, questions, a storyline, humour – whatever works to entice viewers. They move next to a bit of explanation and science about the topic, and end with an ERC plug. The specifics will differ by project. As explained earlier, a segment on sensory perception could start with a clip of a synaesthete (who confuses different sensory channels) or a close-up of cute mouse whiskers – that quickly segue into a few short points about the science behind it all. There could be a narrative based around an interview with a “cool” contributor – this may be an expert, the grantee him/herself, an exponent of whatever the tech is enabling, an undergraduate or even a secondary school student who is following and actively experimenting with the subject and is passionate about it.
Augmented reality products: An expert company will design, develop and deploy an app featuring augmented reality (AR) that will dynamically bring the virtual and real worlds together. Its purpose is to provide a unique and enriching tool to entice people. The aim: to promote the ‘cool science’ generated by the ERC funding schemes. When showing a subject with partial augmentation, it is easier to generate audience interest through visuals kinaesthetics that can be easily retained. Augmented reality still being a young technology, the novelty in the Science Plug-Ins will generate a viral effect and enhance a unique pedagogical experience about the science tackled by the projects selected within each thematic area.
So how will this work in practice?
Once a research project is chosen, a viewer will point a smartphone or tablet at a triggering image – printed
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