An Antarctic advocate, polar-devotee and multi-skilled scicomms phenom, Marlo’s work is infused with a deep love for the planet, scientific endeavour and the tricky fun of bundling this up for the public in a powerful, accessible way. As an artist, writer, editor and communications professional, she brings a whole raft of skills and tools to the job, and I was thrilled when she agreed to answer a few questions about her process.
It was a pleasure to read through her reflections, I hope you’ll get as much out of them as I did.
What was your first foray into science communication, and how did it come about?
I’ve been very science-curious since I was very little and always shared what I know about the natural world. My first definitive foray into scicomm was Let’s Visit Space!, my first book, about visiting a planetarium. I was hired to write it by an educational publisher. I dabbled in writing science-based nonfiction after that, but I was mainly focused on building my editing business, writing fiction, and becoming a published illustrator. Then about six years ago, Professor Rebecca Robinson (URI-GSO) invited me to be her outreach officer on NBP17-02 from Antarctica to New Zealand through the Southern Ocean. I had wanted to go to Antarctica for ten years, and out of the blue came this incredible opportunity. I dived into the work and finally found my true calling. It sounds cliché to say that an Antarctic research expedition changed my life, but it’s absolutely true.
There’s a slide in one of the photos on your website that reads ‘The Polar SciComm problem.’ I’m curious: what’s the problem?!
Initially, it’s quite easy to draw an audience to polar science—after all, the poles are places of adventure, harsh weather, danger, extreme beauty, and much beloved animals. But it’s challenging to engage people in the nuts and bolts of polar science because the science itself can be very abstract and seem dull. And most of it doesn’t happen during an expedition at all. Often people don’t connect with the fact that what happens at the poles doesn’t stay at the poles. We’re also in a pitched battle with misinformation and disinformation.
I believe creatives perform a vital role in polar science communication and “bridging the crevasse” between the public and polar scientists. Sometimes we are better equipped to convey the science and why it matters, and our passion for these places, through words, images, and other media that can capture the soul of the poles. Plus, we’re a step away from the science, and so we’re more inclined to find it easier to simplify and translate the science for laypersons—since first we have to translate it for ourselves.
Today you offer scientists training on how to share their message with the public, and one area you focus on is social media. What would you say are the biggest challenges for scientists starting out in this space to overcome?
At the most basic level, with not understanding how each platform works, how their audiences can differ, the style and tone. They can struggle with taking the first step, or they might stick a toe in the water then let the account languish due to a lack of confidence in that space or frustration. Then, knowing what to share, how to share it, and how to be engaging. How to build a following, to stay motivated to post, and to be consistent. How to avoid negative interactions or deal with them if they arise. How to build a “brand.” And how on Earth to fit it all in with the sometimes-overwhelming demands of a career in science.
Building a successful business as a freelance editor and creative has forced me to learn to use social media to do all of the above. This gave me the skillset I needed to very quickly transition to science communication by using social media to establish and build relationships in the polar world. It’s important to me to share with scientists what I know, as there are lots of similarities between the science and creative paths in terms of the challenges (including rejections) we face.
Social media can be a very powerful tool. I think scientists (or anyone really) can also struggle with finding the right tone. This is part of having a “brand”—but it’s also about being genuine while keeping some boundaries. I’d suggest avoiding TMI [too much information]. It’s possible to be very warm, personable, and genuine without destroying your privacy or always wearing your heart on your sleeve.
If you were going to offer some broad advice on how to start (for example how to pick which platform to focus on, how much time to spend etc). what would it be?
Twitter is essential, and many like or prefer Instagram. But I’d absolutely encourage scientists to explore newer platforms such as TikTok. But in short, go where the audience you want to reach is. I’d aim to post three times a week minimum. And it doesn’t always have to be science. Maybe your pet did something funny today or you saw or a cool bug. It’s Ok to be a real person with a life on your scientist profile. In fact, I’d say it’s essential.
Make it part of your daily routine. And have fun! (Interacting with some of my science Twitter friends or other followers is a really nice part of my day. And some have become real friends IRL.)
You have a background as an author, editor and children’s book illustrator, and in our conversation on Twitter you suggested researchers try to pitch their science for a 6th grade audience. Could you expand a little on this? What advice would you give to scientists who aren’t sure how to approach this?
First off, no jargon! Avoid acronyms. It’s quite difficult for experts in any field to stay jargon free, but it’s essential.
Start with the basics. Assume people know zero about the subject (or may be starting with incorrect or inadequate information. For example, I interacted with a man recently who thought the Arctic was already free of sea ice because Google maps doesn’t show sea ice…)
Deliver information in small packets—a single concept at a time and then expand on each concept in a logical order, just as you would do if speaking to a very young person.
Don’t go too fast. Give people time to process and catch up.
Always use visuals (but avoid graphs if possible unless there is an absolute need for them and their meaning is very clear).
Make sure you’re (subtly) showing how the scientific process works. That helps increase confidence in science.
In the writing world, we talk about “showing, not telling.” This is very good advice for scientists engaged in science communication. Most people’s eyes will glaze over looking at graphs and listening to numbers. But people will be engaged by an interesting story, so try to place your science within a narrative framework.
And just like kids, adults will be interested in what it’s like to live and work doing polar science. So, show what it’s like using all the senses.
Finally, everybody loves penguins. If in doubt, penguin! (Or polar bear.)
What are the most common scicomm problems or challenges you’ve seen scientists struggling with, and do you have any broad advice to help people overcome these?
Knowing how to go about it or what to do. Having the confidence in their communications skills to try it. Thinking that no one will be interested.
Translating data and science activities into an accessible and meaningful story for a lay audience. That’s no mean feat.
Realizing that people often don’t know the very basics. For example, on IODP #Exp382 to Iceberg Alley, I found many people didn’t really understand how an iceberg forms. I had to go way back to the beginning and show how the Antarctic Ice Sheet forms and how ice flows to the sea—and some steps in between—before I could show how and why we were drilling for sediment left by melting icebergs.
Finding time!
Do you collaborate with scientists to share their research with a younger audience through picture books, animation and illustration? If so, what has been your most rewarding collaboration, and why?
Yes! I work with scientists to share their work with any audience. I’m the Outreach Coordinator for an upcoming Antarctic project (can’t share what yet!), and I have several other polar scicomm initiatives underway or in the works.
I also collaborate with Kevin Pluck as Pixel Movers and Makers to make animations, which has been quite wonderful. Some of these are in a new documentary about SALSA Antarctica called The Lake at the Bottom of the World by filmmaker Kathy Kasich.
My most rewarding collaboration was my work with the scientists of IODP Expedition 382. That role didn’t only include writing and illustrating my Iceberg of Antarctica book, but I also mentored scientists to develop their writing, as well as doing my various other Outreach Officer duties. But our main collaboration was ship-to-shore school visits, speaking to students all around the world from the ship, perhaps the most rewarding thing I have done and something I will always treasure.
What’s your favourite thing about working with scientists to help them communicate with the public?
Just one? I can’t think of anything I don’t like. I love the opportunity to learn deeply about these subjects that fascinate me and about how scientists get their data. I enjoy the connections and friendships I have built with such interesting, thoughtful people. Of course, I have been ecstatic to work on two Antarctic expeditions (so far) and join other scientists in field work (coastal/marshes in the US).
I love translating science in simple and creative ways and making it accessible to the broader public. And I’m passionate about helping scientists become better communicators. And best of all, I’m doing something I consider really important. It’s truly the best job I could imagine.
Is there anything else you’d like to say to any polar researchers who are reading this?
That they must be active and engaged in their own science communication. This is particularly true for scientists early in their career. Not only is it important for your career, but we need you, especially in this era of anti-science, misinformation, and disinformation. So, all hands on deck!
Trust that people will be interested if you make your science very accessible (6th grade level), tell a story, show your enthusiasm and emotion, and use humour. Show how science works, and above all—show why your science matters on a broader scale. And best, if you can, show why it matters specifically to the very people you’re talking to.
Be imaginative (and there are so many ways you can do this—what skills do you have?) and remember that creatives are eager to work with you to bring your science to the world.
How can scientists reach out if they’d like to work with you?
They can reach me via my website www.IcebirdStudio.com - and I hope they will!
