PoS(LHCP2016)114 http://pos.sissa.it/ † ∗ despina.hatzifotiadou@cern.ch Speaker. On behalf of ALICE, ATLAS, CMS and LHCb collaborations. During the last decades, withcial the media development and of a other multitude offeringsimportant of of role communication information in platforms, our technology, so- life. communicationincreasing has and Thus acquired has the unavoidably a necessity become very and partcuss importance of briefly of the the targets science scientific of process. communication our keeps present communication In a strategy, this non-exhaustive the paper list objectives we and and some first theby examples messages. dis- of the We communication then four methods and big platformsengagement LHC used with experiments: new audiences. ALICE, ATLAS, CMS and LHCb. Emphasis is given on ∗ † Copyright owned by the author(s) under the terms of the Creative Commons c Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND 4.0). Fourth Annual Large Hadron Collider Physics 13-18 June 2016 Lund, Sweden Despina Hatzifotiadou LHC Experiments Communication and Engagement with New Audiences Universita e INFN, Bologna (IT) E-mail: PoS(LHCP2016)114 Despina Hatzifotiadou 1 Communication is an inseparable part of researchers’ work. Our targets are a multitude of Demystifying science is one of our main aims. The myth of inapproachable scientists who, cut The messages delivered are many different ones. One of our priorities is to convince the public In our effort to lift the veil that covers scientific research, weSharing try our to enthusiasm explain and our love methods, of show science, and our excitement when weAnother are message lucky that enough we to want to convey is that science is for all and not only for the elected A variety of methods and tools, using different platforms, are used forSome communication of and the for "traditional" communication tools are exhibitions, and the methods used include audiences: the general public, schooltheir children - teachers, both as in well elementary as andmedia the secondary (journalists, broader reporters education scientific etc) - and community. and the Some stakeholders more (funding agencies special and categories politicians). areoff the from real life, indoes their not ivory tower, hold spend any publicIt longer. money is doing the The things that duty public no ofinformation should one scientists as not understands, to possible be and be in as opentheir often awe about taxes as of what are possible. the they used. are For worldthe one doing of Direct public. thing, and scientific consequence they offer research. have of to Being thescientific this the aware right research. public will to of as be Communication know what much how an with scienceand pupils increase is motivate aims of them, to about the inspire by will scientific them,Inspiring giving literacy also teachers to is them of help stimulate equally opportunities if their the not to curiosity thus more general important, directly a public since strong engage they appreciate multiplication propagate with the factor. loveover the The of the world science same public and applies of are through to science. press, journalistswork television who and and especially have online our an results media. incredible is power Informing also essential; the it stakeholders helps about ensure our fundingabout and the support. necessity of scientificanswers research to for fundamental society; questions to and conveyluxury; not the and geared fact towards that that applications, this pure is quest science,leads indispensable for seeking and to knowledge, not applications driven a by improving curiosity, oursociety, which especially quality is when of part it life. of comes our to We developments human want in nature, technology to and explain medicine. thethe impact instruments of we science use and on obviously explain our results. make ground-breaking discoveries, we hope to inspire the youth, the next generationfew. of We try scientists. to emphasize theand importance the of LHC diversity, be experiments’ it collaborations, cultural,students bringing religious, together from political scientists, etc. about engineers, CERN hundred techniciansdiverse and different community nationalities, can achieve. is In antechnological an sector, indisputable effort we example to try increase of toemphasize female what female avoid participation presence such presenting in and the the a show female scientific stereotype role and of models. the male scientist; instead,2. we The methods and tools engaging with new audiences. visits and public talks, tailored to the audience’s specific level and needs (general public, students, LHC Experiments Communication and Engagement with New Audiences 1. Introduction PoS(LHCP2016)114 ]; another 3 Despina Hatzifotiadou ]. More than 10000 high-school ]. 1 5 ],[ 4 2 ATLAS public web page Figure 1: The big variety of web-based tools that have become available in the last decade or so tend to Various hands-on and educational activities are another way of engaging with the public; a In what follows we will mainly concentrate on the online communication tools. In addition to the collaboration web pages, restricted to theirThe members, links all to LHC the public experiments web pages of the four big LHC experiments are given in the Appendix. ]). A variety of platforms and tools make it possible for all interested to have a glimpse at the 2 students every year areto introduced analyse to real the data wonders fromthe of the methods of particle LHC research experiments, physics (see thus and[ presentation being have on directly Masterclasses the involved in opportunity with theLHC the same data session world at and and this do conference example their is own Citizen Science analysis. launched by the(ATLAS@home, The Higgs ATLAS experiment Hunters, CERN with Higgs a Open Machine number Data Learning) of [ different Portal projects is an example [ dominate the communications landscape. Socialexample, media blogs and (Facebook, online Twitter, newsletters Google+, is another, etc.) webThe pages are platforms are and an a the source equipment of a usedmethod wealth for of of video-conferencing, information. communication which among is scientists, nowadays have a inspired very virtual common visits. very successful such activity is masterclasses in particle physics [ 3. Public web pages, blogs, newsletters have web pages where access is free, with a plethora of information for the public. LHC Experiments Communication and Engagement with New Audiences media). Special events are alsopean organised Researchers’ with the Night participation on of theetc.). the last LHC Friday collaborations (Euro- in September every year; Open Days, Science Fairs, PoS(LHCP2016)114 . 1 ]; they 6 Despina Hatzifotiadou 3 Some of them were designed yearsAs ago an and example, are the newly updated released whereas ATLAS public others pages have are been presented made here, new. shown in Figure The LHCb collaboration posts news and recent physics results on the firstThe page ALICE of collaboration their issues public ALICE Matters (http://alicematters.web.cern.ch/), an online All LHC collaborations use social media, and theyNews have from "official" the Facebook, experiments Google+ or and news of general interest from LHC, CERN and the particle The CMS experiment has recently launched a twitter account called @CMSVoices, which is Youtube is undoubtedly a very widely used communication channel; numerous videosThey can contain be educational material, simplified explanations of physics topics, interviews with Virtual visits are a novel way of reaching out to remote audiences who do not have the oppor- web pages; so does the CMS collaboration, under two different categories. monthly newsletter, with news fromon the physics collaboration, topics the and conferences, detectors and and interviews the of data-taking, ALICE members. features 4. Social media Twitter accounts; the links are given in the Appendix. physics community are posted on the aboveor social media. tens of Given that thousands these of accounts "likes" haveof thousands or communication, followers, reaching it audiences is all clear overaccounts that the as social globe. a media means Individuals are of also a communicating often very science use powerful to their means their personal followers. controlled by a different CMS memberallows every month. to show This the regular change different of flavoursof the and the person colours public who to in tweets engage a directly large withwithout collaboration. a real getting It person any also from response. CMS enables instead members of tweeting @CMSexperiment found on the channels of the LHC collaborations; the links arephysicists, given in filming the from Appendix. detector installation,video to is name "Flying but over ALICE" a (https://www.youtube.com/watch?v=yWBWzIUCNpw), few. awith film An done a example drone of flying a over very thethe successful ALICE L3 site magnet at LHC-Point and 2, thesocial down media, muon in within spectrometer. the days shaft, it Once in wasthan the it on 18000 cavern was many viewings, and whereas online released over by news on now sites youtube it and has and in exceeded a announced 64000 period on viewings. of 125. days it Virtual had visits more tunity to visit CERN physically due tois geographical, economical basically or a other videoconference, limitations. which, Aand virtual if visit webcast. appropriate equipment ATLAS virtual is visits available, are can conducted also from be the recorded ATLAS Control Room, where there is LHC Experiments Communication and Engagement with New Audiences They were developed after audience survey anduse were Drupal, designed by the a CERN professional standard companyin [ content management two system. chapters, The under staticobviously the information dynamic: is titles organized ATLAS "Discover" news, andthere. physics "Resources". briefings, statements The and content blogs under are "Updates" regularly is posted PoS(LHCP2016)114 2 ]. 7 Despina Hatzifotiadou 4 Virtual visit from LHCb Control Room during International Masterclasses 2016. Figure 2: LHCb have recently equipped the Control Room with video-conference equipment; during ALICE members conduct virtual visits in an ad hoc manner, upon request, using the virtual The virtual visit includes a brief introduction to CERN, LHC and ATLAS followed by a virtual ATLAS has a web site dedicated to virtual visits, http://cern.ch/atlas-virtual-visit. Upcoming The Digital Communication Award 2013 for best online event was awarded to ATLAS out- CMS virtual visits are conducted using portable equipment and typically make a virtual tour of International Masterclasses 2016, the moderationvisit session of at the LHCb the Control end Room of as the well as day the included LHCb a cavern virtual or the DELPHI experiment. Figure guide’s laptop. They are often combined with local events at the institutes of ALICE members. A shows such a virtual visit. tour of the control roomanswer and session, explanation and of it the is shifters’ actuallyin roles. this research This interaction which between is is remote followed most audience by valuable. and a physicists question involved and virtual visits are announcedviewer there, for including watching a thebefore brief webcast. the description visit. There of is the a event booking and system an includingreach embedded for tests the of virtual the visits.now connection They they were have conducted also more finalists than for 250 the virtual European visits Excellence in Award 40 2013. countriesthe all By installations of over CMS the at world. LHC-Point 5,periods; including virtual they tour also of the have CMS a cavernsite during booking http://cms.web.cern.ch/content/virtual-visits; shutdown details system. on ATLAS More and information CMS can virtual visits be in found [ on the dedicated web LHC Experiments Communication and Engagement with New Audiences special equipment for this purpose.virtual The visitors virtual who, guide in isconjunction most a with cases, local physicist events, are speaking such high-school the as language students; Science Festivals, of virtual Open the Days visits etc. are also organized in PoS(LHCP2016)114 a poster of such a 3 Despina Hatzifotiadou 5 The Physics of Music and the Music of Physics. Figure 3: All in all, virtual visits is a tool with huge potential since it cancels geographical barriers and These last years, physicists from the LHC experiments have been organizing, during the Mon- session can be seen. allows access to new, remote audiences, who can thus engage with the world of6. research. Other activities and tools treux Jazz Festival, sessions withfestival-goers, the a title completely "The new audience, Physics were of thuscosmic Music introduced rays to and and concepts the had of Music the particle opportunity of physicsfrom and to Physics". cosmic listen The to muons) sonification and of a LHC data, jazz the pianist cosmic improvising piano along (music with it. In Figure LHC Experiments Communication and Engagement with New Audiences number of virtual visits have taken placethat, with at elementary the schools end in of Greece; the it is virtual worth visit, mentioning the children sang songs and danced to show their gratitude. PoS(LHCP2016)114 Despina Hatzifotiadou 6 The ALICE papercraft Figure 5: ]. This is another way of engaging new audiences (the Reddit users) The LHC Lego, submitted to LEGO ideas for voting. 9 ] and when the CMS experiment made publicly available 300 TB of data on Figure 4: 8 A number of AMA sessions on Reddit were organized at CERN with the participation of LHC the CERN Open Data Portal [ and giving them the opportunity to interact with physicists. physicists. Reddit is an entertainment, socialmembers networking can and submit news content, website. such Registered as community textare posts sessions or when, direct during links. a AMA defined (Ask timeof Me the period Anything) panel reddit on answer. users Reddit The ask most questions recent tocollisions AMA a at sessions panel. were LHC The on [ members the occasion of the first 13 TeV proton LHC Experiments Communication and Engagement with New Audiences PoS(LHCP2016)114 , gives the 5 Despina Hatzifotiadou ], shown in Figure . 6 11 , done by an ATLAS Phd student, 4 7 ] and has acquired the 10000 votes needed for LEGO to 10 Building CMS out of wooden blocks. Figure 6: As a result of the High Energy Physics community’s communication strategy the public has We would like to acknowledge all colleagues from ALICE, ATLAS, CMS, LHCb for offering LHC-inspired toys serve as another means of communication, reaching out to children and an ever increasing interest in LHC andmedia its fuel experiments; further it this is interest, clear since thatin they online particular news, allow have blogs a people and huge to potential social follow forweb-based what engaging is resources new happening. and offer wider Social an audiences. media invaluable Thepowerful tool use tool of for to the engage, the numerous especially communication withthe process. young scientific people community Virtual across to visits the make are the globe. bestrole a It possible in is use the up of communication to all with the tools the at members public. their of disposal, taking an active 8. Acknowledgements material and ideas forand this the presentation; International Particle also PhysicsCommunications all Outreach and Group members Outreach (IPPOG), group of as for the their well contribution as LHC in the Outreach outreach CERN in Group Education, particle (LOG) physics. opportunity to children to constructtogether a all the paper ALICE model subdetectors, of theyiment. the discover Last all ALICE but the apparatus: not different least, cutting componentsCMS during of and detector local an out glueing LHC events of at exper- KAPLA CMS, wooden blocks, children as have shown been in encouraged Figure to build the 7. Summary their parents. The Large Hadron Collider lego, shown in Figure LHC Experiments Communication and Engagement with New Audiences was put to online votingconsider (lego making ideas)[ it into aments commercial known product, to something much which wider would audiences. make LHC The and ALICE its papercraft experi- [ PoS(LHCP2016)114 Despina Hatzifotiadou 8 by Vladimir Gligorov, these Proceedings) Links to the public web pagesALICE of http://aliceinfo.cern.ch/Public/Welcome.html the four big LHCATLAS experiments: http://atlas.cern/ CMS http://cms.web.cern.ch/ LHCb http://lhcb-public.web.cern.ch/lhcb-public/ Links to the "official" Facebook, Google+ and Twitter accounts ofhttps://www.facebook.com/ALICE.EXPERIMENT/ the four big LHChttps://www.facebook.com/ATLASexperiment/ experi- https://www.facebook.com/CMSexperiment/ https://www.facebook.com/LHCbexperiment/ https://www.twitter.com/ALICEexperiment/ https://www.twitter.com/ATLASexperiment/ https://www.twitter.com/CMSexperiment/ https://www.twitter.com/LHCbexperiment/ https://plus.google.com/+ALICEexperiment/ https://plus.google.com/+ATLASexperiment/ https://plus.google.com/+CMSexperiment/ Youtube channels of the LHC collaborations: https://www.youtube.com/c/alicematters https://www.youtube.com/c/cmsexperiment https://www.youtube.com/user/TheATLASexperiment [1] http://physicsmasterclasses.org [2] LHC Masterclasses. Bringing Particle Physics into the Classroom: Present and Future[3] (presentation http://opendata.cern.ch/ [4] http://lhcathome.web.cern.ch/ [5] https:www.higgshunters.org/ [6] http://iopscience.iop.org/article/10.1088/1742-6596/664/5/052015 [7] http://pos.sissa.it/cgi-bin/reader/contribution.cgi?id=234/349 [8] http://home.cern/about/updates/2015/05/cern-takes-reddit-discuss-new-energy-frontier [9] http://home.cern/about/updates/2016/06/cern-hosts-live-reddit-qa-cms-open-data ments: References [10] https://ideas.lego.com/projects/94885 [11] http://alicematters.web.cern.ch/?q=PapercraftOpenDays2013 LHC Experiments Communication and Engagement with New Audiences 9. Appendix