1. Thematic priorities Life sciences, genomics and biotechnology for health Nanotechnology Aeronautics Food quality and safety Sustainable development, global change and ecosystems Citizens and governance in a knowledge based society Specific activities covering a wider field of research

2. Objectives of the projects Enhance public understanding and awareness of the potentials of science (and how your tax money is spent) Improve the science communication process through a proactive engagement of researchers in the public debate on issues important for the EU (including socio-economic and ethical issues) Encouragement of participation of civil society in the decision making process

3. Deliverables 32 four minute films on health and food biotechnology research, including safety and socio-economic issues An internet based multimedia science repository of science films and raw footage A Rapid Response Science Network (RRSN) for an ongoing dialogue between scientists and the public Ten focus meetings bringing together key stakeholders to discuss practical ways to bridge the gap between science and the society and enhance project deliverable impact Creation of a risk network

5. Proactive approach Cooperate with scientists to make science acceptable to the public and media Produce films with high science content to targeted audiences Engage in dialogue with key stakeholders/multipliers Workshops and rapid response network via internet Utilize high impact dissemination platforms Broadcasting, printed media and internet

6. Challenges Represent the achievements of the EU scientific community Satisfy the overall objectives of the EC Respect the needs of the media Assure to effectively address the appropriate target groups The above influences the content, mode of presentation, plartforms utilized and impact of the deliverables

7. How the challenges were met in the past- case study of GMOs Engagement of scientists in a dialogue linked public meetings at science museums Making of a film on GMOs objective yet acceptable to media wide distribution Preparation of a book addressing professionals Preparation of teaching modules for schools

8. Upcoming actions 1. Focus meetings 2. Activating our internet site 3. Finalizing film contents 4. Activating networks of users

9. 1. Focus Meetings Deliverables are ten focus meetings over a three year period. The key objective is to engage experts during the project in the dialogue with the public and the various stakeholders interested in biotechnology as it relates to health, food and risk issues.

10. 1. Focus meetings: possible synergies between stakeholders Sharing of deliverables (tools/kits etc)  for improving communication skills of scientists  internet sites (cross- referencing)  database sharing (target groups  experts for conflict management and resolution Mutual review and evaluation of dissemination activities Sharing of general experiences  solving challenges Assuring:  synergies complementarity  strategy development

11. 2. Internet site Assure Internet access for the user groups Activate rapid response network

12. 2. Internet site: its benefits Make films accessible via internet Allow a dialogue to develop between the scientific community and the public

13. 3. Films Finalize content of first four films Film production Evaluation at focus meetings Preparation of final versions and their distribution

14. 3. The films: Story content style Centre of gravity –Scientist destiny (Reconstruction) –Process (What happens when....) –Science driven (Observation:Did you know?) –Application driven (Descriptive) –Idea driven (Fun) –History driven (Comparative, investigative) –Emotion driven (Drama: health)

15. 4. Networks of users Set up networks of users - educational, consumer organizations, public, science communicators, media.

16. 4. Networks of users The objective is to have as wide impact as possible, within the limits set by the key stakeholders.

17. Assessing the effectiveness of the methods of publicising and disseminating the project deliverables (project validation) Assess the quality, feedback and usability of the deliverables of the project: measure the effectiveness of the project. Challenge and opportunity is to measure impact beyond simple statistics.

18. Challenges Reflect the needs of the four main stakeholders (scientific community, EC, media and the public) content (stories chosen) method of presentation (visual, printed) platforms (broadcasters, internet) impact (rapid response network)

19. Thank you for your attention! Contact: Dr. Paul Pechan PPechan@compuserve.com

20. Challenges Knowledge Discovery Health foodX diseasesXX toolsX Do knowledge genre on health (diseases) using process driven style