Emerson College Consumer Awareness Project

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 MORI For Sense About Science Results published in Sept 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 ? #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, UCL Dara 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 Emerson Participating & 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 #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: #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.