A presentation on how to make outreach efforts in astronomy and science more efficient by using non-traditional ways of communication.

1. Non traditional ways of communicating astronomy with the public… Outreach or Outrageous? 7 September 2010 JENAM, Lisbon @oanasandu

2. She’s an Astronomer Organiser: Astroclub Bucharest Insights: On 8th March Romanians celebrate Mother’s Day. Usually, families go out in the park. Every girl, woman and mother receives a “martisor” – a token of spring.

3. She’san Astronomer Activity in Bucharest: Solar Observations in the park offered by women amateur astronomers only and tokens of spring with the IYA2009 logo for all women Simultaneous activities in more than 9 other cities in Romania

5. Bacau Barlad Blaj and Medias Blaj and Medias Tulcea

6. Credit Alex Conu for Baneasa Shopping City

7. She’s an Astronomer - Facts Media coverage in Bucharest: 22 news websites 6 websites for women and on fashion 4 blogs Extensive article in city guide magazine Interview in “Careers” Featured article in “Freedom for Women” News at National Television News at 3 radio stations with national coverage Media coverage in the country: 33 more articles

8. Galilean Nights Organiser: Astroclub Bucharest and The Astronomical Observatory from Bucharest “AmiralVasileUrseanu” Insights: October was a rainy month in Romania and no chance of showing Jupiter to the public. There is a tea culture developing among young people in Romania. Quite a few tea houses in Bucharest are among favorite places to meet and chat Best Plan B at Galilean Nights Awards

9. Galilean Nights Activity: Galilean Night with hot tea and a journey to Jupiter The Astronomical Observatory was transformed in a tea house. Presentations about Galileo Galilee and journeys to Jupiter with astronomical software

11. Galilean Nights - Facts During 6 hours, there were 300 visitors, 250 tea cups prepared and 6 presentations made. The event was broadcast by 3 major TV stations, 4 radio stations and 9 websites, among which: 2 of the most visited women websites (with approx. 60.000 and 12.000 visitors per day), 3 of the most popular news websites (with approx. 80.000, 180.000 and 290.000 visitors per day). Counting only these websites, we had 622.000 people reached through PR efforts.

12. Shannon – Weaver model of communication Message Message Perceived signal Signal Noise

13. Our communication model Internet Twitter Cinema TV Astronomy Magazines Games Facebook Noise

14. 1. Know your target Research Studies, focus groups, friendly chat Discover their insights What and where they eat and drink, where they spend their free time, who are their role models, what magazine they read etc.

15. Did you know? From a choice of six role model types for a daughter respondents chose: life-saving doctor – 47% Nobel prize-winning scientist - 20% Olympic gold medalist – 14% Best-selling novelist – 9% 5% of respondents chose a celebrity or pop star as a suitable role models for young girls* More than half of teenagers do not want a career - they just want to be famous. Asked the question "What would you like to do for your career?”, 54 per cent answered "Become a celebrity”** *Study by ICM for the Royal Society **A survey on 1032 16-years-old done in 2010 in UK

16. 2. Chose the right channel The right channel is the channel that your target uses, not the one you use.

17. Did you know? Top 10 magazines for teenagers include: Cheerleader, Girls’ Life Magazine, Seventeen, TeenVogue etc. (allyoucanread.com) The Daily Telegraph is Britain's biggest-selling quality daily newspaper, but readers between 15 and 24 are only 5% of total readership*, while most readers are 45+ which makes it a perfect channel if you target are… adults. * www.nmauk.co.uk

18. 3. Speak your target’s language The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships. (Leo Burnett) Use the words and style that your target uses, the images, characters and situations that are familiar to your target group.

19. Our communication model Internet Twitter Cinema TV Astronomy Facebook Magazines Games Noise

20. Outreach Outrageous Non Traditional ways of Communicating astronomy with the public

21. www.astroclubul.ro Oana Sandu, PR Coordinator AstroclubBucharest oana.sandu@astroclubul.ro