Dana Centre outreach

Taking science events to new audiences

Elin Simonsson – Khadija KhanScience Museum - London

What is the Dana Centre• Linked to the Science Museum

• Events about science, medicine and technology

• Different event formats

• Target audience: adults 18-45

• Aim: to actively engage target audience in different science issues.

• Aim: to attract new audiences to debates about science issues

www.danacentre.org.uk

Who visits the Dana Centre

• 88.6% white ethnic background

• 77.6% visit science museums at least once/year

• 62.9% visit public science debates at least once/year

• Higher proportion from Kensington and Chelsea.

Why some people may not attend!

• Parents with young children

• Economically disadvantaged communities

• Cultural and religious reasons

• Pre-conceived ideas of the event

• Fear of Science

• Distance

Why outreach?

• Only way to reach certain communities

• Helps to break down barriers

• It fits with the overall aims of the Dana Centre

The Event

• Drugs and the Brain • Forum Theatre• Voting - Personal

Response System

The event at the Dana Centre

PARTNERS

DANA CENTRE

WALTHAM FORESTCOUNCIL ADULT

LEARNINGFORUM THEATRE

GROUP

Where did we take the event?

Learning Centre in Leyton, East London

Why Walthamstow?

• Previous partnership

• Reach audiences that possibly couldn’t come: – The learning centre could provide other

activities for participants’ children– Based within their local area– Community already familiar with and trust

Waltham Forest Learning organisation

Learning about the outreach event…

• In-depth observation of event

• Focus group• Interviews

…and of course, learning from previous experience

What did we learn?

What to think about when taking Science Events to New

Audiences!

What we found out

Different and similar motivations and needs to Dana Centre audiences

Motivations for attending

• Family Day Out• Opportunity to learn

about issues relating to them as a parent.

• Passionate about subject matter– Personal experience– Concerns for their

children

Needs of this Audience

• Issues need to be directly relevant to people’s every day life

• A need for more follow up resources– Where to get more

information– Who to contact

• Dietary needs• Suitable time and location• Child support on the day

Potential Obstacles• Open door events

mean unpredictable attendance

• Suspicion about outside organisations

• Other priorities – Eastenders– Religious dates

Tips for science event outreach

• Work closely with a local organisation

• Be clear about all partners roles, aims and objectives throughout

• Find out about your audience:– Will the audience be able to relate to the subject?– Is the event relevant?? You may have to adapt the

event to suit their needs– How will you make sure that people attend? Local

advertising

Tips for science event outreach

• Brief invited participants and organisers• Avoid suspicion - Clearly explain who you

are and the aims of the event on the day• Create a friendly informal atmosphere• Good attitude• Patience • Listen• Say thank you