Transcript GoldfarbImpact.pptx

The Greater Impact of the LHC
What's in it for the rest of the world?
S. Goldfarb - Greater Impact - ICATPP, Como
3 Oct 2011
Questions
Samples from visits, talks, interviews
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S. Goldfarb - Greater Impact - ICATPP, Como
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Some Easy Ones
 What is the LHC?
 What will it do?
 What did it cost?
 Who is working there?
 Have you found anything?
 What is the Higgs Boson?
 Which one of you is Brian Cox?
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A Little Tougher
 Will you find the Higgs?
 Why haven’t you found the Higgs?
 Are you going to create a black hole?
 What is SUSY?
 Who is SUSY?
 What is dark matter?
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Tougher Yet
 Why do you want to destroy the earth?
 When will you destroy the earth?
 Where do you store your antimatter?
 Will this give us a new source of energy?
 Will this cure cancer?
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My Favourites
 Why do you do this?
 Is it worth the investment?
 What do we get from the LHC?
What‘s in it for us?
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This Talk
 Briefly Discusses the Question
 Providing a Few Answers
 Shows Current Efforts to Convey Answers to
 General Public
 Media
 Decision Makers and Policy Makers
 Students and Teachers
 Shamelessly Solicits Your Involvement
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What’s in it for us?
Some answers, some non-answers
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The Physics!
 Answers to our fundamental questions about the universe
 Where did we come from?
 Where are we going?
 What is out there?
 What is in there?
 What are we made of?
 Yes, but how will that affect me?
 Well…
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What’s in it for us?
 To be honest, I do not know.
 And I might never know
 But, this is not new…
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These guys did not know either
Og
Thales of Miletus
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3 Oct 2011
These guys did not know either
Paul Dirac
Sir Isaac Newton
Carl D. Andersen
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But there are some things we
know already
What the LHC has already contributed
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Computing
The LHC
Computing Grid
Globally distributed
computing
2010

Supercomputing

E-Science

Genetic mapping

Disaster response

Urban planning

Economic modelling
1989
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Computing
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Medicine
Radiobiology &
Medical
Accelerators
Feasibility Study Using LEIR

Low energy irradiation
for medical applications

High energy irradiation
for space radiobiology
Relativistic Proton Therapy:

Research for facility at
PNPI in St. Petersburg

1 GeV protons with very
little lateral scattering

High resolution online
proton radiography
From talk of Steve Myers, ENLIGHT Annual Meeting, 3 Sept 2011
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Medicine
Radio Isotopes
CERN Initiative:

Facilitate production of
radioisotopes without
market authorisation
Uses:

PET imaging

Alpha therapy

Beta therapy
From talk of Steve Myers, ENLIGHT Annual Meeting, 3 Sept 2011
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Medicine
Axial PET Camera
Axial Crystals & Wavelength
Shifters

PET camera with
Improved spatial
resolution
Medipix / PIXSCAN
Single photon counters,
computer tomography

PET camera with
Improved spatial
resolution

Soft tissue imaging
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Optical Imaging
Optical Sound
Imaging
Digital copying of historic
sound recordings

Precision robotic optical
scanning techniques

Developed for testing
LHC silicon detectors
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Education
Student
Participation in
LHC
Undergraduate Programs

Technical Students

Summer Students

Study Abroad
Graduate Students

Around 2000 PhD
Students in LHC
Arguably the LHC’s most tangible product
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Collaborative Tools
Large Scale
Worldwide
Collaboration
IP-Based Video
Conferencing

EVO led the way
Lecture Archival

Michigan Recording
System
Webcasting
Integrated Environments

Indico Conference
Management Tool
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Social Science
Collisions and
Collaboration
M. Boisot, S. Yami, B.
Nicquevert, M. Nordberg

Study of diffusion and
structuring of
knowledge in ATLAS

The strength of our
“inefficiencies”

Lessons for
management

Absorbing risk, rather
than avoiding it
The Large Human Collider

Anthropologist Arpita
Roy
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Entertainment
Music
Les Troyens Opera by Hector
Berlioz

ATLAS toroid on stage
Black-Eyed Peas

Did our physics inspire
their music?
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Entertainment
Angels & Demons
Introduced World to:

CERN

Antimatter

X-Plane
Introduced CERN to:

Movie Stars

New Control Room
Concepts
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Entertainment (Coming Soon)
The Muppets
Coming in November…
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How we get the word out
Outreach and Education Efforts in the LHC
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The Outreach Recipe
1. Gather the Ingredients
 Physicists, Science Journalists, Communication Specialists,
Educators, Videographers, Photographers, Animators,…
2. Cooking Instructions: Communication Plan
 Goals, Target Audiences, Messages
3. Cook it: Implementation
 Identify Resources, Apply Creative Ideas, Mix
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Shopping for the Ingredients
 Individuals at Home Institutions
 Individual Physicists Giving Lectures, Interviews
 Group Efforts for Special Events
 Organization from Experiments
 Outreach & Education Coordination
 Science Journalists, Support Staff, Physicists
 CERN-Wide Coordination
 LHC Outreach Group
 CERN-DG-COM, CERN-EDU, CERN-IT
 World-Wide Coordination
 International Projects and Initiatives
 IPPOG, Quarknet, Teilchenphysik, EPPCN, Interactions, etc.
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The Ingredients
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Cooking Instructions
 Example Communication Strategy: ATLAS Goals & Target
Audiences
 Foster Public Appreciation of Scientific Goals &
Achievements
 Media and General Public
 Sustain Support for the LHC and Particle Physics
 Decision Makers and Members of Industry
 Attract the Next Generation of Scientists and Science
Educators
 Teachers and Students
ATLAS Outreach Strategy (2011-2013): M. Barnett, S. Goldfarb, C. Marcelloni
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Implementation
 Resources
 Physicists dedicating a small portion of their time
 Modest support staff
 Modest central funds (CERN, Experiments)
 Leveraging funds from other sources when necessary
 National and international grants
 Generally specific educational projects
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Brochures & Fliers
What We Are
Doing & Why
Large Variety in Print

What is CERN

What is the LHC

Each Experiment

Technical Challenges

Computing Challenges

Physics

Tech Transfer

Etc.
Target: Science-Attentive Public
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Books & Games
LHC Books &
Games
Something for Everyone

LHC Physics

Experiment Books

Pop-Up Book

3d Viewer
Target: Science-Attentive Public
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Physics Videos, Interviews, Animations
Translating to
“Plain English”
Publications
http://cdsweb.cern.ch/record/1359972
http://atlas.ch/avion
http://atlas.ch/camelia

Physics Papers

Physics Topics

General Explanations
Reporting

Major Conferences

Major Events

Some Fun
Target: Science-Attentive Public
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Some Novelties
Music
The Large Hadron Rap

Viral Video of LHC
The ATLAS Boogie

http://www.youtube.com/watch?v=j50ZssEojtM
http://www.atlas-resonance.ch
Resonance

http://www.youtube.com/watch?v=WShZVxPZETw
Less-Viral Video of ATLAS
ATLAS CD Set
Target: General Public
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Public Installations
Exhibit Material
The LHC Wall

Wiener Neustadt,
Austria

LED packet collisions
LHC Model, LHC Grid Model,
CMS Model
http://www.youtube.com/watch?v=34zLW4pVDCc

Institut fur
Hochenergiephysik,
Austria
Target: Science-Interested Public
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Public Installations
Murals
The CMS Wall (Photo)

Inside a CERN Physics
Building
The ATLAS Wall (Paint)

Outside Experimental
Hall
Target: General Public
(and anyone having coffee in building 40)
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Big Public Installations
Ars Electronica,
Linz Austria
Panel Discussions

Open Science

Inside CERN
Deep Space Exhibits

9m x 16m screen

Lifesize CMS

Live ATLAS Events
Target: Science-Attentive Public
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Multimedia Installations
Travelling
Installation
The Art of ATLAS

Photos

Video

Artistic Side of Physics
and Physicists
http://www.atlas.ch/multimedia-installation.html
Target: General Public
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Science Fairs
Installations and
Multimedia
New York Science Fair

Exhibit Material

Explanations, Discussions
with Public

Multimedia

Connection to Control
Room
Target: Science-Attentive Public
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Big Media Events
Major Milestones
Invitations to Public & Media

First Beam

First Collisions

First Physics
Target: General Public
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Masterclasses
Educating High
School Students
Full day working with REAL
LHC Data
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120
100
80
60
40

Introduction to LHC

Physics Analysis

Event Displays

Statistical Analysis

Collaboration

Video conference with
CERN, each other
20
0
2005 2006 2007 2008 2009 2010 2011
Institutes
US program
Target: Students
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Programs for Local Students
Interactions with
Physicists
Researchers Night

Ages 12 and up

Hands-On Activities

Mini-Masterclasses

Q&A with Physicists
Scientist for a Day

Ages 10-12

Physics game

Activities at experiments
Target: Students
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Programs for Local Residents
Big Bang Passport
Researchers Night

Poster Making

Mini-Masterclasses

Q&A with Physicists

Hands-On
Dans la peau d’un
chercheur

Physics game

Activities at experiments
http://cdsweb.cern.ch/record/1354259
Target: Local Public
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Local Visits
CERN Visits
LHC

Globe of Innovation

Microcosm

CCC

Computing Centre
Experiments

Underground when
Possible (limited)

Control Rooms

Control Centres

Visitor Centres
Target: Students, Science-Attentive Public
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Virtual Visits
Video Conference
to Control Rooms
From anywhere…

High Schools

Special Events

Science Fairs
Target: Students & Science Attentive Public
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Serving It Up
Using Social Media to bring the food to the table
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The new waiter in town
Social Media
Blogs

Personal link with public
Facebook

Articles, Comments &
Conversations
Twitter

Announcements &
Conversation
Flickr, Picasa, YouTube, etc.

Sharing of Photos,
Videos, etc.
A good waiter knows how to serve.
A great waiter knows how to engage in conversation.
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What’s special about social media?
 High-Volume Public Communication Platforms
 Facebook is the 5th largest nation in the world
 A Chance for the Public to Meet Us
 “The best part of the ______ was talking to a real physicist!”
 Visit, Masterclass, Exhibition, Presentation,…
Social Media
 An iterative vector
Social Media
 A New Vector to Media and Public
Traditional Media
 Large Hadron Rap = 6,000,000 views
 CERN Twitter = 250,000 followers
 Re-tweeting can go in millions
Media
 Potential Access to Huge Audiences
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Joining the Conversation
How can you join in the fun?
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What’s in it for you?
 Why did you enter this field?
 “To advance the knowledge of mankind”
 How do we do that?
 Write publications for our colleagues
 Engage in dialogue with the world
 How can you participate?




Write blogs, tweet, talk to your friends, talk to the media
Summarize papers and talks in “human readable” formats
Become a visitor guide, help with events
Most importantly: Converse with the public
 You’ll be amazed how much you learn!
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Extras
In case 50 slides is not enough!
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Organisations
International
Particle Physics
Outreach Group
A network of

Particle physicists

Researchers

Informal science
educators

Science explainers
Activities

Semi-annual meetings

Working groups
2010 meeting in Kosice, Slovakia
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Organisations
IPPOG DB
Home for Outreach Material

Educational Tools

Packages

Documents

Multimedia
Classified with

Abstract

Files

Topics

Authors

Keywords

Etc.
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