NIF/LLNL SMILE Science U.S. update


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Presentation made to NIF/LLNL staff to update them about SMILE Science U.S.

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NIF/LLNL SMILE Science U.S. update

  1. 1. September 2009 Update to NIF/LLNL
  2. 2. Purpose / Goals of Meeting <ul><li>Review SMILE Science U.S. </li></ul><ul><li>Where SMILE Science U.S. is today </li></ul><ul><li>Alliances </li></ul><ul><li>NSF-ISE Pathways Grant and other funding sources </li></ul><ul><li>Next steps </li></ul>
  3. 3. SMILE Science U.S. background
  4. 4. Background <ul><li>The concept of SMILE(S) emerges ‘06 </li></ul><ul><li>Initial Advisory board established </li></ul><ul><li>Core consulting team established (Aug. ‘08) </li></ul><ul><li>DUNS number established </li></ul><ul><li>NSF LOI submitted for full proposal (Sept. ‘08) </li></ul><ul><li>Asked to describe intellectual merit, design, team, partnerships, potentially transformative research </li></ul>
  5. 5. Background <ul><li>SMILE Foundation project web portal launched </li></ul><ul><li>First logo designed for business purposes </li></ul><ul><li>Project concept document developed </li></ul><ul><li>Informational meetings at LLNL/NIF (Ed & John) , LBL (PA & Outreach), Lawrence Hall of Science (ED) </li></ul>
  6. 6. Background <ul><li>“ Foundation” dropped </li></ul><ul><li>‘ Online Brochure’ URLs are purchased </li></ul><ul><li>SMILE Science U.S. website built / launched </li></ul><ul><li>Second logo designed (To be updated with ‘Science’ in name) </li></ul><ul><li>Templeton Foundation grant submitted </li></ul><ul><li>Ellen Tauscher - District 10 earmark pursued </li></ul>
  7. 7. Background <ul><li>East Coast brainstorming mtg. /15 media experts & scientists (March ‘09) </li></ul><ul><li>West Coast brainstorming mtg. /15 media experts & scientists (March ‘09) </li></ul><ul><li>Research / interview fiscal sponsors (April/May ‘09) </li></ul><ul><li>SMILE Science US registered CA Public Benefit Corp. (May ‘09) </li></ul><ul><li>NIF dedication attendance (May ‘09) </li></ul><ul><li>Meeting California Academy of Science (May ‘09) </li></ul><ul><li>NSF-ISE Pathways Preliminary Proposal submitted (June ‘09) </li></ul>
  8. 8. Background <ul><li>DC meeting to explore former Newseum / Arlington as venue (June) </li></ul><ul><li>SMILE Science US is accepted as Fiscally Sponsored project of Community Initiatives / contract signed / orientation (July) </li></ul><ul><li>SMILE Science US 501(c)(3) tax exempt filing continues </li></ul><ul><li>Two new advisory board members are added: </li></ul><ul><ul><li>SSUS Board Treasurer: Sudeep Anand </li></ul></ul><ul><ul><li>SSUS Board Secretary: Tierney Thys </li></ul></ul>
  9. 9. SMILE Science U.S. Where We Are Now
  10. 10. Working Draft
  11. 11. What We Know… <ul><li>Youth choosing science, math and engineering careers has fallen behind; </li></ul><ul><li>For the first time, national laboratories are at the front lines of promoting their own work; </li></ul><ul><li>Federal laboratories have limited funding to publicize their own stories in ways that engage the general public; </li></ul><ul><li>The work at National laboratories remains unknown to most citizens; </li></ul><ul><li>Media in all forms has the ability to pique the imagination and enhance the awareness of science in our everyday world; </li></ul><ul><li>Amateurs / youth have a place at the science table; </li></ul><ul><li>This is an extraordinary moment in time… </li></ul>
  12. 12. SMILE Science U.S. Mission Statement
  13. 13. (FINAL DRAFT) <ul><li>SMILE Science U.S. stimulates youth interest in science by developing, producing, and distributing the best informal media that captures forward-looking research in our National Laboratories in the area of energy, and its potential positive impact on the environment. </li></ul>
  14. 14. Theme / Tag Line <ul><li>“ All Things Energy” </li></ul><ul><li>(SMILE Science US has purchased these URLs: </li></ul><ul><li>, info, net, org, tv, us) </li></ul>
  15. 15. SMILE Science U.S. Target Audiences <ul><li>‘ 12-22 yr. olds’ outside the classroom </li></ul><ul><li>8th grade through college outside the classroom </li></ul><ul><li>‘ Digital natives to life-long learners’ </li></ul><ul><li>Born after 1990 </li></ul><ul><li>Requires bracketing content by age </li></ul><ul><li>(ex: 12-15,16-19,18-21) </li></ul><ul><li>Need to address diversity needs and youth appeal with all media </li></ul>
  16. 16. Potential Alliances
  17. 17. Local Academic <ul><ul><li>University of CA (East Bay, Berkeley, Davis) </li></ul></ul><ul><ul><li>Chabot College (Hayward) </li></ul></ul><ul><ul><li>Las Positas College (Livermore) (District 10) </li></ul></ul><ul><ul><li>Livermore Unified school district (District 10) </li></ul></ul><ul><ul><li>John F. Kennedy University - graduate program in museum studies (Berkeley) </li></ul></ul><ul><ul><li>Other? </li></ul></ul>
  18. 18. Local Science Organizations <ul><ul><li>Lawrence Hall of Science </li></ul></ul><ul><ul><li>California Academy of Science </li></ul></ul><ul><ul><li>Exploratorium </li></ul></ul><ul><ul><li>Chabot Space and Science Center </li></ul></ul><ul><ul><li>Bay Area Science & Innovation Consortium (BASIC) </li></ul></ul><ul><ul><li>Other? </li></ul></ul>
  19. 19. Science Organizations <ul><ul><li>AAAS (DC) ( Int’l. assoc. advancing science) </li></ul></ul><ul><ul><li>ASTC (DC) (Assoc. of 440 int’l. science centers) </li></ul></ul><ul><ul><li>CAISE (DC) (Within ASTC) </li></ul></ul><ul><ul><li>NMSI (National Math & Science Initiative (Dallas TX) </li></ul></ul><ul><ul><li>‘ Rising Above the Gathering Storm’ </li></ul></ul><ul><ul><li>CA Science Center (LA) Public/Private Partnership w / CA </li></ul></ul><ul><ul><li>Pacific Science Center (Seattle WA) ‘Portal to the Public’ NSF-ISE funded </li></ul></ul><ul><ul><li>Sigma Xi - (NC) Honor society for 60k researchers / engineers </li></ul></ul>
  20. 20. Local Media <ul><ul><li>PBS/KQED Quest (SF CA) </li></ul></ul><ul><ul><li>PBS/KQED ‘Science Friday’ (SF CA) </li></ul></ul><ul><ul><li>Other Bay Area PBS stations </li></ul></ul><ul><ul><li>Science Cafes - nationwide </li></ul></ul><ul><ul><li>Google / YouTube (San Bruno CA) </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Other </li></ul></ul>
  21. 21. Media <ul><ul><li>NOVA / NOVAScienceNOW (Boston MA) </li></ul></ul><ul><ul><li>History Channel (NY/LA) </li></ul></ul><ul><ul><li>Discovery Channel (Silver Spring MD) </li></ul></ul><ul><ul><li>National Geographic / Strange Days on Planet Earth </li></ul></ul><ul><ul><li>NewsHour Extra: Science - Jim Lehrer (DC/NY) </li></ul></ul><ul><ul><li>Radiolab /WNYC ‘Where science bumps into culture’ </li></ul></ul><ul><ul><li>Games for Change (NY NY) </li></ul></ul><ul><ul><li>ScienCentral - (NY) production co. </li></ul></ul>
  22. 22. Corporate Sponsors (Local HQ) <ul><ul><li>Bechtel Corporation (San Francisco CA) </li></ul></ul><ul><ul><li>URS Corp. (San Francisco CA) </li></ul></ul><ul><ul><li>Intel (Santa Clara CA) </li></ul></ul><ul><ul><li>PG&E (San Francisco CA) </li></ul></ul><ul><ul><li>Chevron (San Ramon CA) </li></ul></ul><ul><ul><li>Google (Mountain View CA) </li></ul></ul><ul><ul><li>Adobe (San Jose CA) </li></ul></ul><ul><ul><li>Apple (Cupertino CA) </li></ul></ul><ul><ul><li>Server farms </li></ul></ul><ul><ul><li>other </li></ul></ul>
  23. 23. Funding Sources being Explored
  24. 24. Foundations <ul><li>AMGEN Foundation </li></ul><ul><li>Richard and Rhoda Goldman Foundation </li></ul><ul><li>Gordon and Betty Moore Foundation </li></ul><ul><li>SB Bechtel Jr. Foundation </li></ul><ul><li>The Whitman Institute </li></ul><ul><li>Dirk Kabcenell Foundation </li></ul><ul><li>Bill and Melinda Gates Foundation </li></ul>
  25. 25. Foundations <ul><li>Alfred P. Sloane Foundation *** </li></ul><ul><li>MacArthur Foundation </li></ul><ul><li>Vadasz Family Foundation </li></ul><ul><li>William K Bowes Jr Foundation </li></ul><ul><li>Ann S Bowers - Robert Noyce Trust </li></ul><ul><li>Markkula Foundation </li></ul><ul><li>Other? </li></ul>
  26. 26. Government <ul><li>National Science Foundation (Grants) </li></ul><ul><li>Department of Energy (Content, other?) </li></ul><ul><li>Federal Laboratory Consortium (FLC) </li></ul><ul><li>State of CA </li></ul><ul><li>City of Livermore CA </li></ul><ul><li>Other </li></ul>
  27. 27. President Obama speech to Congress and nation Feb ‘09 <ul><li>“ We are a nation that has seen promise amid peril, and claimed opportunity from ordeal. Now we must be that nation again. That is why, even as it cuts back on the programs we don’t need, the budget I submit will invest in the three areas that are absolutely critical to our economic future: energy , healthcare, and education . </li></ul><ul><li>It begins with energy. We know the country that harnesses the power of clean, renewable energy will lead the 21st century…” </li></ul>
  28. 28. Two out of three -- not bad!
  29. 29. NSF-ISE Pathways Grant Planning Funds Due Nov. 2009
  30. 30. NSF-ISE Pathways Planing Grant Evaluation Questions to be Addressed
  31. 31. Evaluation <ul><li>Broadcast Audience (Cable/PBS) </li></ul><ul><li>What audiences are attracted to broadcast? </li></ul><ul><li>What is a viewing audience size for a typical science-based program? </li></ul><ul><li>How can broadcast reach a diverse audience? </li></ul><ul><li>What ideas are delivered well in broadcasting? </li></ul><ul><li>Broadcast Identity </li></ul><ul><li>How can broadcast differentiate/complement/utilize existing media? (Cable/news/labs) </li></ul><ul><li>Who are good alliance options for broadcast (besides the labs)? </li></ul>
  32. 32. Evaluation <ul><li>Sustainability </li></ul><ul><li>How many broadcast programs should we anticipate producing in the first two years? </li></ul><ul><li>How can broadcast extend our program shelf life? </li></ul><ul><li>How can our broadcast promote other media? </li></ul><ul><li>What kind of support will be needed for internal operations, production & marketing for broadcast? </li></ul><ul><li>Outcomes </li></ul><ul><li>Is broadcast best way to use funding for science programs (compared to other media/outreach)? </li></ul><ul><li>How will broadcast success be determined? </li></ul><ul><li>How will broadcast advance ISE? </li></ul>
  33. 33. Evaluation <ul><li>Exhibit Audiences </li></ul><ul><li>What audience(s) are attracted to interactive exhibits? </li></ul><ul><li>What is typical science exhibit draw for a 6-month run? </li></ul><ul><li>SMILE Science U.S. Exhibit Mission </li></ul><ul><li>What are the &quot;big ideas&quot; can exhibits deliver well? (Exhibits offer ”Big ideas&quot; not &quot;little facts”) </li></ul><ul><li>Exhibit Identity </li></ul><ul><li>- How should exhibits complement the education centers at the National Labs? Differ? </li></ul><ul><li>Complement science centers? Differ? </li></ul><ul><li>Reproduce Lab education centers as satellites around the country? </li></ul><ul><li>How can exhibits collaborate / promote other media? </li></ul>
  34. 34. Evaluation <ul><li>Exhibit Outcomes </li></ul><ul><li>Traveling or permanent in ‘partner’ institutions? </li></ul><ul><li>Are exhibits best way to use funding (compared to other media/outreach?) </li></ul><ul><li>Who are good alliances for exhibits (besides the labs?) </li></ul><ul><li>How will exhibit success be determined? </li></ul><ul><li>How will exhibits advance ISE? </li></ul><ul><li>Sustainability </li></ul><ul><li>Should we pursue a model like SITES? Other? </li></ul><ul><li>How will long-term exhibit operations be funded? (staff, marketing) </li></ul><ul><li>How many exhibits can we realistically fund in a 2-year period? </li></ul>
  35. 35. Evaluation <ul><li>Web-Based Audiences </li></ul><ul><li>Do our audiences think a screensaver is something to stop up a hole where the flies are getting in? </li></ul><ul><li>Do our audiences think a curser is a person who says something really, really bad? </li></ul><ul><li>If not, what kind of audiences will web-based new media attract? </li></ul><ul><li>How many people are using the web as a resource for entertainment/science now? </li></ul>
  36. 36. Evaluation <ul><li>How do we best use these web-based tools for science? </li></ul><ul><li>YouTube, FaceBook, MySpace, LinkedIn, Flickr, Twitter,RSS feeds </li></ul><ul><li>How about these? </li></ul><ul><li>Boxxy, ZooLoo, Stumble This, Slash Dot This,, Digg, Reddit </li></ul><ul><li>Do we know what these mean? </li></ul><ul><li>GMTA, DLTBBB, SYLA, CMIIW, ANAWFOS, GAL </li></ul><ul><li>Information R/evolution (Web 2.0) </li></ul><ul><li> </li></ul>
  37. 37. Evaluation <ul><li>Mission </li></ul><ul><li>What role can online play in delivering ISE ideas / facts / ISE learning? </li></ul><ul><li>Identity </li></ul><ul><li>In addition to the labs, who could be SMILE Science U.S. platform partners? </li></ul><ul><li>How can we complement web-based science media? Differ? </li></ul><ul><li>How can we complement other SMILE Science U.S. media? </li></ul>
  38. 38. Evaluation <ul><li>SMILE U.S. Online Identity - nexus for ISE science stories (portal) </li></ul><ul><li>Single source for existing media (videos, animations, photos) produced at labs </li></ul><ul><li>Links to relevant media </li></ul><ul><li>Links to relevant sites </li></ul><ul><li>Youth-produced science videos / podcasts </li></ul><ul><li>Embeddable, ‘taggable’ content </li></ul><ul><li>Venue for online chats with scientists </li></ul><ul><li>Portal for science-based games </li></ul><ul><li>Promote science-based activites and events </li></ul><ul><li>Other </li></ul>
  39. 39. Evaluation <ul><li>Market other media: </li></ul><ul><li>Ex: Podcasts for exhibit audio tours </li></ul><ul><li>Ex: Collaborative virtual online exhibits </li></ul><ul><li>Ex: Promotes trailers / schedules for broadcasts </li></ul><ul><li>Ex: Offers portal for science games, existing and new </li></ul><ul><li>Makes Communication Tools Accessible: </li></ul><ul><li>Develop web-based surveys </li></ul><ul><li>Recruit / receive immediate feedback from audiences </li></ul><ul><li>Provides venue for public dialogs </li></ul><ul><li>Schedule web-based chats with scientists </li></ul><ul><li>Offer subscription RSS feeds to press and public </li></ul><ul><li>Promote our alliances/partnerships/collaborations </li></ul>
  40. 40. Evaluation <ul><li>Online Outcomes: </li></ul><ul><li>Should our be only a Youtube channel or a major webportal? </li></ul><ul><li>Would the funds required to launch / maintain a web platform be better allocated to other media? </li></ul><ul><li>Online Objectives: </li></ul><ul><li>Get the public engaged </li></ul><ul><li>Harness social expertise and interest in science across the planet </li></ul><ul><li>Expose young minds to science and career ideas / opportunities </li></ul><ul><li>Make national science in laboratories accessible </li></ul><ul><li>Get the Press / News engaged in subject </li></ul><ul><li>Tie labs / scientists / public together </li></ul><ul><li>More </li></ul>
  41. 41. Evaluation <ul><li>Sustainability: </li></ul><ul><li>How do we support the constant need for the web to be ‘fresh’? </li></ul><ul><li>How do we support staffing to research / gather / maintain / market content? </li></ul><ul><li>How do we deal with intellectual property issues? </li></ul><ul><li>How do we build a web platform that has the ability to grow? </li></ul><ul><li>How does the web advance ISE? </li></ul><ul><li>How is the success of science-based web content determined? </li></ul>
  42. 42. Other NSF-ISE Deliverables
  43. 43. Deliverables <ul><li>Formalize alliances already established among researchers, public outreach staff, media producers, designers and science educators; </li></ul><ul><li>Develop a clear strategy for access/interfacing with scientists, researchers and NIF/LIFE story content; </li></ul><ul><li>Determine which STEM-based themes appeal to youth audiences; </li></ul><ul><li>Develop conceptual plans for three prototype models in each media; </li></ul><ul><li>Develop schedules, budgets and distribution strategies of the media for 12-22 audiences outside the classroom. </li></ul>
  44. 44. Short-term Objectives <ul><li>Formalize alliance with pilot laboratory site NIF/LIFE/LLNL (Sept.) </li></ul><ul><li>Complete development of SMILE Science US business strategy (Sept.) </li></ul><ul><li>Submit NSF-ISE Pathways Grant submission (Nov.) </li></ul><ul><li>Submit grant proposals to other key foundation funding sources (ongoing) </li></ul><ul><li>Submit sponsorship proposals (ongoing) </li></ul>
  45. 45. Laying Groundwork for a Process <ul><li>Letter of Endorsement from NIF/LLNL by Sept. 30th for NSF-ISE Pathways Grant </li></ul><ul><li>Please Help Us Identify: </li></ul><ul><li>LLNL/NIF/LIFE people on programmatic level </li></ul><ul><li>LLNL/NIF/LIFE frontline education people </li></ul><ul><li>The distinctive culture at NIF/LIF/LLNL </li></ul><ul><li>LLNL/NIF/LIFE hierarchy </li></ul><ul><li>Who is in charge of Discovery Center? </li></ul><ul><li>How does Discovery Center NIF/LIFE/LLNL interface with other museums? </li></ul>
  46. 46. Laying Groundwork for a Process What do you need from us?
  47. 47. September 3, 2009 Thank you for your time