To see this research project in action go to: www.OnlyHuman.world
Only Human is a research project that seeks to create a better conversation between genomic science and everyday people, especially those from seldom heard communities. It exists with one sole purpose: to empower the public with conversation-starters about genetics, so that when the science does become relevant to them – they’ve had a head start on thinking through what it means. Most importantly, by engaging early, it aims to correct the imbalance in health outcomes that a lack of engagement can bring.
Many communities are alienated by and distrustful of advances in medical science and research, especially those around DNA and genetics. For some, stories of unpleasant lived experiences and historic grievances against the medical and scientific worlds lie very close to the surface, with little required to trigger them. More broadly, very few in the UK feel actively connected to science, and a third of the British public say they rarely or never talk to their family or friends about science.
This leaves us with a situation where the very people in society who could and should be benefiting most from advances in genetic medicines and treatment tend to close off or just reject any science information as ‘not for them.’
The outcome? An increasing imbalance in healthcare outcomes and a missed opportunity to impart knowledge that might empower those communities to make more fully informed decisions when genetics does arise in their lives.
Only Human has taken 10 years of proprietary social sciences research and coupled it with an innovative evolving Creative Intervention Research Model that engages multiple Creative Partners – from the worlds of music, film, entertainment, fashion, gaming, sport, and wider culture – in search of a better story to communicate genetics.
The first phase of three Creative Intervention pieces for testing have been developed in collaboration with Jonathan Barnbrook, a world-renowned designer, typographer and film maker, Ketchum PR and Ridley Scott Associates.
Barnbrook’s ‘Only Human’ film presents the overarching sentiment and reasoning for the whole project. Barnbrook’s film not only illuminates the problem of the myths, monsters and misconceptions that the word ‘genetics’ raises for diverse audiences. It shows us that the public are asking doctors and scientists to think carefully about how they communicate around the science that is transforming medicine – and it raises a challenge to all those seeking a solution to how best to communicate this extraordinary science in Only Human terms.
October 2024 will feature the launch of a new film made by Ketchum PR agency which focuses on the power of intergenerational connection to open up new conversations – and in November we will see the launch of Ridley Scott Associates creative response with a remarkable set of films directed by Yasmin Godo.
As part of the evolving and rigorous evidence-based academic research that underpins Only Human, each creative intervention will be evaluated by the Kavli team, involving community engagement experts, to explore which intervention methods work, at scale for broad public audiences. This project is led by Professor Anna Middleton, Director of the Kavli Centre.
To watch our films and see this research project in action go to: www.OnlyHuman.world
Header Photo by Eddi Aguirre on Unsplash