AAAS's PSAs Reaching Wide Audience

The message of AAAS's Partnership for Science Literacy, "Science. It's Everywhere," has been making the rounds, appearing in public service announcements (PSAs) that reach audiences throughout the United States.

Ads for the national public awareness initiative—in both English and Spanish—have appeared recently in magazines such as Parents and National Geographic, as well as on television. The TV PSA has aired on National Geographic's cable channel, and will continue to do so through the end of the year. The PSAs have also appeared on TV channels in Austin, Texas, Chicago, Los Angeles and Philadelphia.

Copies of the ads are available on www.ScienceEverywhere.org, hosted by TryScience.org. The site also provides guidance to parents on ways to introduce children to science, with activities that can be done at home.

The purpose of the Partnership for Science Literacy, the result of a collaboration between AAAS's Project 2061 and its Directorate for Education and Human Resources, is to increase awareness among parents and families—particularly those in Latino/Hispanic, African American, and other minority communities—of the value of science literacy for all children. The Partnership is building a coalition of local and national organizations to empower families to improve their children's interest in and learning of science. The initiative is built around four key ideas: (1) that science education is for every child, (2) that science is everywhere in our everyday lives, (3) that parents and families can make a huge difference in helping their children with science education, and (4) that science is a lot of fun!

While national in scope, the Partnership starts with a focus on science resources in five diverse communities: Austin, Chicago, the Lehigh Valley (in eastern PA), Los Angeles, and Tampa. The Partnership's work, including the "Science. It's Everywhere" public service announcement campaign and web site, is supported by a grant from the National Science Foundation.

Like the Science is Everywhere PSAs, the initiative's website encourages parents to think about the impact of science on their daily lives, as well as the importance of science education for their children's future.

"Wherever you are, whatever you're doing, you're probably enjoying the benefits that result from a scientist's work," the website notes. "Sound engineers make your movies and music better. Doctors study diseases and discover new cures and treatments. Chemists bring you health and beauty aids—from medicines to soap and perfume—to keep you feeling and looking your best. Agricultural scientists help bring fresh, nutritious produce to your supermarkets. Automotive engineers get you from point A to point B quickly and safely. And before the pest control company comes to service your home, there are entomologists studying how bugs and critters operate."

2 October 2003