Team:BCCS-Bristol/Human Practices/Marketing Campaign/Motivation

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=The implications of our research=
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=Publicity Campaign: Outline=
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Combining the efforts of our wet lab and modelling sections, we've managed to create a fully funcitoning prototype for a soil nutrient indicator. We recognise a resopnsibility to consider the implications of what we've done: what we have created, how it could be used or misused and how people might react.
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We've done radio interviews and visited a school to present to get feedback on what we've achieved. Along with analysing the wealth of information that has been collected by iGEM teams on public perception, we've built up a picture of some of the issues involved with public information and perception.
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Our novel response to this information is our method of presentation. By designed a marketing campaign - of which a product information leaflet has taken precedence - we aim to make synthetic biology accessible. We've produced a leaflet that addresses the concerns we've identified, to educate and inform by presenting our prototype as a functioning and marketable product. By presenting the potential uses for our research, we hope to engage people more than by using abstract descriptions of our research.
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The stages of our campaign are:
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* Development of a prototype
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* Specification of a hypothetical product to use in the campaign
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* Identification of issues from conclusions of many surveys
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* Consideration of how to address these issues
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* Production of public information leaflet
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* Future development
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From early on in next year's competition, there is scope for a wide collaboration - to produce many such leaflets or trade posters to advertise the motivations and applications of many iGEM projects. By making our research tangible and explaining how it might directly affect peoples' lives, we hope to engage the public in the debate and encourage them to be scientifically informed.
 
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=Summary=
 
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Our advertising campaign is specifically designed for the hypothetical product that could result from more research and investment into our project. It ties in with our wet lab, learning directly from achievements to date, and modelling work, informing estimates for our product.
 
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The purpose is to address some of the issues surrounding informing the public: to produce material that is balanced and accessible, carefully worded and constructed not to be misleading or frightening. By putting together this material, it has given us a framework to identify and address ways in which synthetic biology and similar fields are currently portrayed and explore the possible reasons for public perception.
 
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Our public information leaflet initiative could be expanded further as a catalyst to public debate and education. Collaboration between many teams could result in a library of leaflets detailing each of their projects and potential uses. These could be used to raise public awareness of the possibilities of synthetic biology without being affiliated to a marketing campaign or company. Rather than posting them through doors, as would be the intension with a real product, distribution could be investigated into scientific fairs and events. By demonstrating the wide variety of research and its potential whilst also providing useful sources of further information, it would provide a scientifically sound introduction to the field without relying solely on journalism to spark an informed debate.
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=== Development of a prototype===
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Our wet lab and modelling work have produced a functioning prototype – successfully detecting and reacting to nutrient levels in the soil. This is proof of concept: the project can be developed further.
 +
 
 +
=== Specification of a hypothetical product to use in the campaign===
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Using predictions based on our prototype and further research into how arable farmers might wish to use it, we have decided on the hypothetical properties that our product should possess. It is important for consistency in our materials that we have a final specification for how the product will work, the form it will take and the trials and tests that it will have passed.
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=== Identification of issues from conclusions of many surveys===
 +
A lot of information has been collected by iGEM teams about public perception. Many surveys have been performed – with people in the field and also the general public. We hope to make use of these findings by putting their data and conclusions into action. By responding to the issues raised, we hope to make progress above and beyond just highlighting where the problems lies, and address them directly.
 +
 
 +
=== Consideration of how to address these issues===
 +
The purpose of this publicity campaign is to address some of the issues surrounding public information and perception: to produce material that is balanced and accessible, carefully worded and constructed not to be misleading or frightening. This gives us a framework to identify and address ways in which synthetic biology and similar fields are currently portrayed and explore the possible reasons for public perception.
 +
 
 +
=== Production of public information leaflet===
 +
The publicity campaign idea could be expanded into trade posters, TV adverts, internet awareness, etc. Firstly, we decided to produce a public information leaflet. If this were real, the idea would be to distribute it to people in the local area around where farmers were using our product. As this is a hypothetical campaign, instead these should be distributed at science awareness events: such as school visits, science fairs, open days, etc, to encourage people to engage with synthetic biology research.
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=== Future development===
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As well as the potential to develop a lots more materials in varying media outlets, there is also the chance for collaboration between teams. Collaboration could result in a library of leaflets detailing each of their projects, their motivation and potential uses. These could be used to raise public awareness of the possibilities of synthetic biology without being affiliated to a particular company. By demonstrating the wide variety of research and its potential whilst also providing useful sources of further information, it would provide a scientifically sound introduction to the field without relying solely on journalism to spark an informed debate. It would also promote the work of iGEM’s many teams – a quick way to communicate the essence of the research!
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<center> • [[:Team:BCCS-Bristol/Human_Practices/Marketing_Campaign/Motivation|Motivation]] • [[:Team:BCCS-Bristol/Human_Practices/Marketing_Campaign/Product_Specification|Product Specification]] • [[:Team:BCCS-Bristol/Human_Practices/Marketing_Campaign/Public_Perception|Public Perception]] • [[:Team:BCCS-Bristol/Human_Practices/Marketing_Campaign/Materials_and_Description|Materials]] • [[:Team:BCCS-Bristol/Human_Practices/Marketing_Campaign/Campaign_Development|Future Work]] • </center>

Latest revision as of 17:51, 27 October 2010

Publicity Campaign: Outline

Contents

The stages of our campaign are:

  • Development of a prototype
  • Specification of a hypothetical product to use in the campaign
  • Identification of issues from conclusions of many surveys
  • Consideration of how to address these issues
  • Production of public information leaflet
  • Future development




Development of a prototype

Our wet lab and modelling work have produced a functioning prototype – successfully detecting and reacting to nutrient levels in the soil. This is proof of concept: the project can be developed further.

Specification of a hypothetical product to use in the campaign

Using predictions based on our prototype and further research into how arable farmers might wish to use it, we have decided on the hypothetical properties that our product should possess. It is important for consistency in our materials that we have a final specification for how the product will work, the form it will take and the trials and tests that it will have passed.

Identification of issues from conclusions of many surveys

A lot of information has been collected by iGEM teams about public perception. Many surveys have been performed – with people in the field and also the general public. We hope to make use of these findings by putting their data and conclusions into action. By responding to the issues raised, we hope to make progress above and beyond just highlighting where the problems lies, and address them directly.

Consideration of how to address these issues

The purpose of this publicity campaign is to address some of the issues surrounding public information and perception: to produce material that is balanced and accessible, carefully worded and constructed not to be misleading or frightening. This gives us a framework to identify and address ways in which synthetic biology and similar fields are currently portrayed and explore the possible reasons for public perception.

Production of public information leaflet

The publicity campaign idea could be expanded into trade posters, TV adverts, internet awareness, etc. Firstly, we decided to produce a public information leaflet. If this were real, the idea would be to distribute it to people in the local area around where farmers were using our product. As this is a hypothetical campaign, instead these should be distributed at science awareness events: such as school visits, science fairs, open days, etc, to encourage people to engage with synthetic biology research.

Future development

As well as the potential to develop a lots more materials in varying media outlets, there is also the chance for collaboration between teams. Collaboration could result in a library of leaflets detailing each of their projects, their motivation and potential uses. These could be used to raise public awareness of the possibilities of synthetic biology without being affiliated to a particular company. By demonstrating the wide variety of research and its potential whilst also providing useful sources of further information, it would provide a scientifically sound introduction to the field without relying solely on journalism to spark an informed debate. It would also promote the work of iGEM’s many teams – a quick way to communicate the essence of the research!

• Motivation • Product Specification • Public Perception • Materials • Future Work •
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