The title says it all! Launched by the UK government, this latest campaign aims to explain the relevance of science to our everyday lives, and also to show its importance to the economy.
Many well-known figures are involved. The launch event guests included the author Terry Pratchett, businessman James Caan and the broadcaster and naturalist David Attenborough.
By involving celebrities, it is hoped to reach out to a wider audience and to the “unconverted”, dispelling the myth that science is too difficult and not for everybody.
Central to the campaign is the website. Many exciting and interesting applications of technology are featured, including how to repair arteries, design better footballs and solve crimes. There are also interviews with scientists and engineers, e.g. a forensic entomologist and a roller-coaster engineer.
However it is the celebrities who are called on to engage the public again, for example Britain’s gold-medal winning Olympic cycling team and Lewis Hamilton, the Formula One world champion.
– The campaign is making the link between science and the public heroes who are able to succeed because of the science behind them, Science Minister Lord Drayson has stated.
Esther Crooks
