emerson college consumer awareness project 2013-2014
TRANSCRIPT
Emerson College Consumer Awareness Project 2013-2014
Claims are everywhere. Evidence is not.
• Consumers encounter a variety of claims – from advertisements and the media– about what is good and bad for our health, the
environment, and society
• Some are based on evidence. Others are not.
Political, environmental, and health-related media claims abound.
Paying a price for loving red meat
Beauty products claim to restore skin’s youth with “DNA Advantage” & “the Science of Genes.”
Numerous products claim antibacterial properties.
“the Zapper” claims to kill microbes, cure cancer, herpes, and mortal sins.
Evidence matters.
• Specious claims can cause harm to consumers.– Wasted money– Injury or death– Drain on public resources
• Evidence leads to informed and safe consumers.
Evidence matters.
• Surprisingly, not everyone knows this.
– 15% of adults surveyed in the UK see evidence as important in government, politics, or media.
– Only 6% perceive evidence as important “everywhere”
Study conducted by Ipsos MORIFor Sense About ScienceResults published in Sept 2011.
Public Views on Scientific Evidence
• The Ask for Evidence campaign encourages the public to – ask companies, advertisers and journalists for
evidence behind commercial, media, and policy claims
– evaluate data from these inquiries– communicate and disseminate findings from these
investigations
What is ?
www.askforevidence.com #askforevidence #A4Eemerson
Modeled after the successful efforts of Sense about Science
– Scientists, commentators, public figures championed a call to ask for evidence
Professor Robin Weiss, UCLDara O’Briain, Performer
Nick Ross, Journalist & Broadcaster
Modeled after the successful efforts of Sense about Science
– Efforts were publicized in the mainstream media and over 40 special interest magazines and websites
– Evidence of the impact of asking for evidence was observed.
• A major department store changes unsubstantiated claims on sportswear.
Modeled after the successful efforts of Sense about Science
– Evidence of the impact of asking for evidence was observed
• A major food manufacturer revokes false claims about the effectiveness of wheatgrass on product
Modeled after the successful efforts of Sense about Science
– Evidence of the impact of asking for evidence was observed
• Food Standards Agency bans a dangerous “miracle cure” for Crohn’s Disease
Modeled after the successful efforts of Sense about Science
Who is Involved?
• .– UK non-profit
• .– Early career researchers playing an active roll in public
debates about science
• You.– Consumer Awareness Project (CAP)
Emerson’s Ask For Evidence CAP
• Utilizes funding from an external donor to advance consumer awareness and education
• Involves 10 EC faculty and their students
• Generally aims to
1) Participate in the Ask for Evidence initiative
2) Promote the Ask for Evidence campaign
How is EmersonParticipating & Promoting?
• Evaluating the public relationship with evidence– Public survey
• Providing tools and support for A4E– Promotional strategy, print materials, community
workshop, networking local experts, communication tool kit
• Engaging students in A4E activities
Campus-Wide Student Engagement
• Participation: – Asking for evidence, producing case studies– Communicating findings broadly (podcasts, written
media, video PSAs, artwork) • Promotion:
– Populating the website and twitter feed (with case examples from above work)
– Web promotion (celebrity endorsements, visual archiving)
– Web design and management– Designing marketing strategies and print materials– Coordinating faculty and community participants
www.askforevidence.com #askforevidence #A4Eemerson
Campus-Wide Student Engagement
• Participation: – Asking for evidence, producing case studies– Communicating findings broadly (podcasts, written
media, video PSAs, artwork) • Promotion:
– Populating the website (examples from above) and twitter feed
– Web promotion (celebrity endorsements, visual archiving)
– Web design and management– Designing marketing strategies and print materials– Coordinating faculty and community participants
We are currently seeking student talent to take a lead in these roles!!
competitive funding for co-curricular efforts and work study positions available
Contact Amy: [email protected]
www.askforevidence.com #askforevidence #A4Eemerson
Potential Impact for a Cultural Shift
• The public better understands
what constitutes good evidence.
• Citizens demand it from public figures and companies.
• Special interests expect to be asked for evidence.
• This contributes to a more rational and equitable society.