Step Up: The Audience Analysis Chart and Tips for SciComm

I used to dream of standing up at rallies for climate change denial or posting to anti-vaxx message boards. Global warming emissions plummet, vaccination rates soar, and scientists become the new celebrities. I still dream of these impacts, but not quite so idealistically. Changing behaviour takes more than an eloquent speech. One of the most impactful lessons I learned in school was how to use the World Health Organization’s audience analysis chart to plan for each small step.