The aim of this project is to make science communication activities more socially inclusive by effective targeting of messages to audiences who do not opt in to involvement in existing initiatives. The approach is to use posters designed to attract and hold the attention of young adults who travel on buses. The main findings were that graphic and text styles made posters audience selective in terms of the effectiveness with which they communicated a specific message to different audiences and also that posters could be used as access points to two way communication media like text messaging and the internet. It is suggested that a similar approach adapted to the tastes of different cultures and age groups could be a successful means of communicating science to young people in both urban and rural areas in many parts of the world and that such initiatives have the advantage of not starting with the assumption that the intended audience is already interested in science.
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