SXSW Interactive 2016

Making Science Sexy: The Missing Formula


From NASA’s Rover tweeting from Mars, to DSM’s ‘Science Can Change the World’ film, recent science stories are inspiring the masses, prompting investment and interest from unexpected places…

But for every science story that ignites the world in debate and wonder, there are thousands stuck in a press release and a published paper.

So how come only some cut through? And what can we learn from those successes in communicating science?

By interviewing top scientists and commentators; exploring the best and the worst in science communication; and hailing from the world of advertising, I’ve come up with a formula for 'sexifying' science once and for all.

And now I want to share it.

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Additional Supporting Materials


  1. Which science stories have really got people talking?
  2. What is it about the best science communications that not only make people want to listen but also feel empowered to join in on the conversation?
  3. How do I 'turn people on' when I talk about science?



Gemma Milne, Creative Lab Technologist, Ogilvy & Mather

Meta Information:

  • Tags: science, advertising, scicomms
  • Event: Interactive
  • Format: Solo
  • Track: Art, Science and Inspiration
  • Track 2
  • Level: Intermediate

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