Making it personal: science communication for the masses

To curtail the rising tide of antiscience threatening health and progress society, scientists are increasingly engaging with public. Here, we describe our approach to write accessible books based on personal stories as a means help spread scientific literacy those who normally do not read science. The dismal response coronavirus disease 2019 (COVID-19) in some technologically advanced societies tracks distressing resurgence [1.Smith T.C. Reiss D.R. Digging rabbit hole, COVID-19 edition: anti-vaccine themes discourse around COVID-19.Microbes Infect. 2020; 22: 608-610Crossref PubMed Scopus (5) Google Scholar]. Resistance counsel is nothing new, unexpected revelations often demand shift traditional worldviews habits. Understandably, fans status quo can be particularly skeptical, making it challenging persuade them adopt behaviors that may impose upon their identity, livelihood, or values. make matters worse, information superhighway littered error, lies, disinformation which makes navigating laborious frustrating. Exhausted minds tend shut down dubious decisions 'gut feelings'. Worse, they surrender political party flimflam artist telling what want hear. Disturbingly, within context COVID-19, nefarious groups have weaponized this opportunity sow discord, thwart pandemic response, undermine democracy [2.Hotez P.J. Anti-science kills: from Soviet embrace pseudoscience accelerated attacks US biomedicine.PLoS Biol. 2021; 19e3001068Crossref (13) Consequently, live hyperpolarized times where civil virtually nonexistent extremists locked Darwinian battle over most outrageous. movement should underestimated – has grown into an enormous beast will require aggressive, sustained, multifaceted campaign slay it. Part effort must involve citizens, journalists, leaders both locally globally. Given scale challenge, imperative more step out ivory tower engage outreach demonstrate benefits science bestows society humanity conducting [3.Hotez Combating antiscience: preparing for 2020s?.PLoS 18e3000683Crossref (17) We need illustrate how method work like magnet pull filings truth chaos. Science being applied understand [4.Kenrick D.T. et al.The thinking.Sci. Am. 2018; 319: 36-41Crossref (3) A key goal understanding antiscientific attitudes develop so identify improved intervention. An effective art persuasion communicate story. compelling relatable narrative stands better chance lasting impression than stark logic tedious charts [5.Dahlstrom M.F. Using narratives storytelling nonexpert audiences.Proc. Natl. Acad. Sci. U. S. A. 2014; 111: 13614-13620Crossref (405) Each authors article recently written popular leverage experience highlight value medicine. Vaccines Did Not Cause Rachel’s Autism addresses rise modern antivaccine early 2000s [6.Hotez P. Rachel's Autism: My Journey Vaccine Scientist, Pediatrician, Dad. Johns Hopkins University Press, 2020Google It began claims measles–mumps–rubella (MMR) vaccine causes autism, followed by similar assertions thimerosal preservative, spacing, aluminum adjuvants. time, community worked disprove such links through epidemiologic studies laboratory investigations. book takes reader information, but then explains neurobiological basis now associated 100 genes linked fetal brain development [7.Satterstrom F.K. al.Large-scale exome sequencing study implicates developmental functional changes neurobiology autism.Cell. 180 (e23): 568-584Abstract Full Text PDF (444) In parallel, Hotez discusses his daughter, Rachel, her daily challenges resulting intellectual disabilities, process whole-exome family underwent contribute knowledge about genetic epigenetic bases autism. He gives frank account impact all family. Indeed, efforts debunk fake vaccine–autism come at price, he reports aggression directed towards addition, describes challenge balance career scientist parallel one public engagement, leading combat areas policy advocacy. further since expanded beyond autism become movement, right-wing extremism even Russian disinformation. Some recent 2021 book, Preventing Next Pandemic: Diplomacy Time Anti-science, includes Hotez’s activities Envoy diplomacy Middle East North Africa, observations expansion globalization [8.Hotez Anti-science. 2021Google Increasingly, no longer purview grassroots groups, rather organized campaigns well-funded state actors Government consequence dangerous global empire requires attention agencies United Nations [9.Hotez COVID vaccines: time confront anti-vax aggression.Nature. 592: 661Crossref (10) Perfect Predator: Scientist’s Race Save Husband Deadly Superbug memoir weaves together narrative, behind superbug crisis, strange history forgotten cure [10.Strathdee S.A. Patterson T. Superbug. Hachette Books, 2019Google real-life medical thriller, Strathdee, infectious epidemiologist, village providers, researchers, Navy, FDA raced against clock save Strathdee’s husband (Patterson) deadly multidrug-resistant bacterial infection using bacteriophage therapy. Readers first meet scientists, Tom Steff, wife whose vacation Egypt turns terror when acquires infection. Told primarily Steff’s perspective interludes spirals delirium, Predator discovery, resilience, power collaboration, passion fuels Five years later, 'Patterson case' only been published [11.Schooley R.T. al.Development use personalized bacteriophage-based therapeutic cocktails treat patient disseminated resistant Acinetobacter baumannii infection.Antimicrob. Agents Chemother. 2017; 61e00954Crossref (423) Scholar] also launched dedicated phage-therapy center America, Center Innovative Phage Applications Therapeutics (IPATH), helped usher new era phage therapy West, dispelled geopolitical bias had relegated backburner decades. Pleased Meet Me: Genes, Germs, Curious Forces Make Us Who Are communicates human behavior, lifting curtain expose its biological underpinnings [12.Sullivan Jr., W. Are. National Geographic Sullivan’s quest why people age grew up same general environment dramatic differences personality beliefs. hunts own quirks demons, along familiar pop-culture icons Ozzy Osbourne Robin Williams. Framed reintroduction self, Me acquaints sophisticated cutting-edge topics including epigenetics microbiome, explaining operate conjunction shape influence behavior. was many traits actions fully under control, engender greater empathy trying someone unlike you. Furthermore, final chapter, 'Meet Your Future', illustrates holds tremendous promise treatment conditions interest audiences. But free important ethical concerns. With advent CRISPR gene editing, drugs, psychobiotics, essential informed qualified experts newfound used responsibly. Translated dozen languages, educated audiences across globe between people, struggle obesity, addiction, depression, violence, productive compassionate conversations see eye eye. Our experiences authoring taught us several principles applicable any realm communication. Appropriately, vernacular writing papers grants. masses, recommend 'don’t scientist' focus instead wonder, humor, emotions, curiosity [13.Olson R. Don’t Be Such Scientist. Island 2018Crossref Tapping primordial desire mystery intrigue enthralling way frame question present data clues solving puzzle [14.Sullivan Want serve killer research seminar? Here’s how.ASBMBTODAY. (Published online May 1, 2018. https://www.asbmb.org/asbmb-today/careers/050118/how-to-serve-up-a-killer-research-seminar)Google When exercising your voice, language colloquial style jargon. Use analogies examples events news pop culture. Pretend you speaking nonscientist friend pub. By design, central feature books. absorb if story enticing. doctor’s autistic wife’s fight dying husband, person’s find different other people. Interspersed drama lessons vaccines, antibiotics, superbugs, microbiomes, genetics, epigenetics, more. gain appreciation clever passionate teams meticulous experimentation sometimes course centuries eventually bring universe place clearer focus. Crucially, done regular just them, stereotypical madman bent world domination. hope inspires tell story, whether books, articles, activities. strongly believe everyone working interesting tell. For thinking Sullivan helpful guide [15.Sullivan book? know.PLOS SciComm. 2019; August 27, 2019. https://blogs.plos.org/scicomm/2019/08/27/want-to-write-a-popular-science-book-heres-what-you-need-to-know)Google Together, turn evidence great again. There interests declare.