Science communications matters and how to do it better | Jo Filshie Browning | TEDxBasel

Summary

In this insightful talk, the speaker reflects on the 1995 'pill scare,' when media reports linked contraceptive pills to blood clots, triggering widespread fear among women. Drawing from personal experience and a career in science communication, she emphasizes the importance of effectively conveying scientific information. She introduces a three-part checklist for scientists—focusing on people, starting with the headline, and highlighting what the science can do. The speaker argues for better communication practices, especially in the digital age, where direct communication between scientists and the public can drive impactful change.

Takeaways

• 😀 The 1995 'pill scare' highlighted the importance of clear science communication, especially around health risks.
• 😀 The personal experience of the speaker emphasized how people make decisions based on scientific information, especially when it involves their health.
• 😀 Inaccurate or unclear communication of scientific data can lead to panic and negative societal outcomes, as seen in the spike of pregnancies and abortions in the UK after the pill scare.
• 😀 Effective science communication starts with explaining the context and relevance of the findings to the audience, not just raw statistics.
• 😀 Numbers and statistics, when presented without context, can be frightening and lead to misinterpretation. It's crucial to translate data into human terms.
• 😀 Science communication should prioritize people and real-life impact over technical details and statistics.
• 😀 A clear and engaging headline can capture attention and convey essential information, making science more accessible.
• 😀 Research findings should be framed around their potential benefits or real-world applications rather than focusing on the technical methods or process.
• 😀 The digital age allows scientists to communicate directly with broad audiences, removing traditional gatekeepers like journalists and media.
• 😀 Communicating scientific work confidently and effectively is key to ensuring it has the intended impact and reaches those who need the information.
• 😀 Science communication should be an integral part of the scientific research process, ensuring findings are shared in ways that are both accurate and relatable.

Q & A

What event in 1995 caused a significant public reaction regarding contraceptive pills?

In 1995, a government communication warned doctors across the UK about a study showing that certain contraceptive pills doubled the risk of blood clots, causing widespread concern among women using the pill.

What role did the speaker's father play during the 'pill scare'?

The speaker's father, a gynecologist and family planning expert, reassured her by explaining the risks based on the study, putting the data into context, and helping her make an informed decision about whether to continue using the pill.

How did the media's reporting during the 'pill scare' impact women in the UK?

The media's alarming portrayal of the pill's risks led to a spike in pregnancies and abortions. Many women, frightened by the reporting, faced unplanned pregnancies due to a lack of clear, contextual information.

Why is the accurate communication of science important, according to the speaker?

Accurate science communication is crucial because it influences how people make everyday decisions and can prevent misunderstandings or unnecessary panic, as seen in the 'pill scare.'

What did the speaker learn from her personal experience with the 'pill scare'?

The speaker learned that how research is communicated matters greatly. Her experience highlighted the need for clear, context-rich science communication to help people make informed decisions.

What is the 'PHD' checklist the speaker developed for science communication?

The 'PHD' checklist consists of three parts: 1) Focusing on people, not just statistics; 2) Starting with the headline to grab attention; and 3) Emphasizing what the science can do, rather than how it was done.

How can focusing on people improve science communication?

Focusing on people helps build connection and makes the science more relatable. It moves away from impersonal statistics and allows audiences to understand the real-world impact of research.

Why does the speaker advocate for starting with the headline in science communication?

Starting with the headline is important because it provides the most crucial and relevant information upfront. Given the attention economy, people are less likely to engage with lengthy, detailed scientific reports.

How does focusing on what science can do, rather than how it was done, help in communication?

Focusing on the potential impact of science makes it easier for the audience to understand why the research matters. It shifts the focus from complex methods to tangible benefits, such as how a discovery can improve people's lives.

What does the speaker believe is essential for science to have a true impact in the modern world?

The speaker believes that effective communication is essential for science to have a true impact, especially in the digital age where scientists can directly reach the public. Proper communication ensures that research is understood and has the desired impact.