Science and research are everywhere in our daily lives, shaping choices around things like diet, exercise, public health, and even policy. We saw this especially during COVID-19, when governments, health organisations, and researchers shared insights on everything from masks to vaccines. Yet despite how essential science is, getting the message across can be surprisingly tough. It makes you wonder: How do we communicate science more effectively to a nation watching reality television?
It’s not that entertainment itself is the issue, but as science communicator Dr. Darlene Cavalier points out, we live in a pretty distracted world. Reflecting on this, she shares her own journey—one that began in graduate school when she studied marine biology while also working as a top 40 radio personality. This experience revealed something eye-opening: “At the university, a phenomenally good scientist might speak to an audience of 20 people, while the radio station could pull in thousands to a community event,” she said. Science communication could take a cue from popular media to reach more people.
Drawing on Cavalier’s and Jo Filshie Browning’s ideas from their respective TEDx Talks, here are three things that can help make science more accessible—and more memorable:
Talk About People, Not Just Numbers
Let’s face it, research is full of numbers and stats that can feel distant and confusing to most of us. But using people-centred stories instead can make science feel more relevant and relatable. Numbers alone are abstract and impersonal, but when you focus on how a finding affects real people, it can really help bridge that gap.
This approach can work even for complex topics. When researchers at CERN announced the Higgs boson discovery, they didn’t just talk about data—they shared how emotional Professor Higgs was, even shedding a tear. This simple human touch made a complex discovery feel more relatable. As Cavalier notes, “Scientists in the American mindset aren’t very relatable…seen as older white guys in lab coats, not people like us.” Making science about real people can go a long way toward shifting that perception.
Start With the Headline
Journalists know the power of a headline. They know it’s what grabs you immediately. But science communication often takes a slower approach, building from the hypothesis to methods, results, and then conclusions. In our fast-paced world, though, people are more likely to tune out before they even reach the “so what” of a study.
Imagine how much more engaging it is if you lead with the key takeaway: “New study shows Alzheimer’s decline can be slowed.” This instantly grabs attention. Dr. Christine O’Connell, in her TED Talk, emphasises the need for a clear, digestible message, saying that “scientists are trained to communicate in a way that isn’t digestible to the general public.” Cavalier saw the need for this on Capitol Hill too, where “five science groups might meet with me on a piece of legislation but fail to give a clear takeaway.” Meanwhile, pseudo-scientific groups came in with a simple, memorable message—and even humour. They knew how to reach people.
Focus on What Research Can Change in Real Life
People want to know how research might actually impact them. So instead of just talking about methods, framing science in terms of real-world effects makes it accessible and meaningful.
For example, instead of talking about the technical discovery of Helicobacter pylori causing stomach ulcers, tell people that it means we can now treat a painful illness with a quick course of antibiotics. Jo Filshie Browning explains in her TEDx Talk that science communication should focus on how discoveries could change lives. Cavalier underscores the importance of this, pointing out that “watch five hours of cable news, and you’re lucky if you see one minute on science—and that’s usually about diet or fitness.” For science to stay relevant, it has to be about everyday life.
Making Science Communication Count in a Distracted World
With platforms like Twitter, TikTok, and LinkedIn, researchers can now reach people directly, bypassing traditional media. But engaging effectively takes more than just posting data. O’Connell suggests that scientists connect their work to the experiences people care about. Cavalier remembers her time in Congress, saying, “I had stacks of briefings, but all I could bring to my boss were three points: What is it? Why does it matter? How does it affect us?” It’s simple, but it meets the needs of an audience who, as Cavalier notes, often don’t know a single living scientist.
Science communication shouldn’t be an afterthought. It’s time we make it as essential as the research itself. As Cavalier puts it, “If we don’t start telling our stories, others will—and we may not like the results.”
Featured Project: UNSW’s 10 Minute Genius
Brief
Right across the sprawling campus at UNSW Sydney, hundreds of minds are hard at work finding solutions to some of the world’s most pressing problems. From modern slavery, to Tourette’s Syndrome, there’s hardly a corner of life that remains unexamined – and they wanted you to know about it. UNSW Centre for Ideas came to Laundry Lane to create the third season of 10 Minute Genius
Solution
In order to retain audience engagement and retention of information, we devised a dynamic creative approach for these videos that combined down-the-barrel interviews with mixed-media collage animation style. The conversational tone of the experts speaking directly to the viewer, paired with punchy graphics and illustrations to highlight key concepts resulted in viewers being able to engage with the content easily whilst being visually captivating.
