The ATLAS Outreach Plan

1. The ATLAS Outreach Plan c.marcelloni Architecture of the Plan, Project Goals, Target Audiences

2. About the Plan • This plan replaces the previous ATLAS Communication Planv28:https://espace.cern.ch/ATLAS-Outreach-support/Shared%20Documents/Forms/AllItems.aspx ) • ATLAS collaborates with related CERN groups DG-COM and PH-EDU, the LHC Outreach Group and IPPOG; our projects are aimed to complement each other • The outreach activities of ATLAS can be roughly divided into two main categories: • Activities organized centrally by ATLAS and supported by ATLAS collaboration funds; • Activities organized by ATLAS collaboration members externally and funded directly by their institutions, national or international funding providers. • This plan serves primarily as a blueprint for activities that fall within the first category providing: • Descriptions of primary goals and target audiences; • Planning of activities and specific projects designed to attain these goals; • Resource requirements and expected deliverables. c.marcelloni

3. Goal A - Public appreciation of the scientific goals and achievements of ATLAS and the field of particle physics. Audience: general public and members of the media. A.1 - Prepare material on physics goals and on discoveries A.2 - Foster and maintain contact with the media A.3 - Maintain and enhance ATLAS public website atlas.ch A.4 - Develop social media platforms A.5 - Maintain and develop the ATLAS visitor centre A.6 - Develop the ATLAS Live Outreach channel Goal C - Attract and retain the next generation of scientists and science educators. Audiences: teachers and students age 13-18. C.1 - Develop and improve ATLAS event analysis and other pedagogical programs for students C.2 - Help coordinate ATLAS participation in international Masterclasses C.3 - Provide support for virtual visits from schools all over the world to the ATLAS control room C.4 – Support organized ATLAS visits for students and teachers Goal B - Sustained support for ATLAS, the LHC and particle physics research. Audiences: decision makers and members of industry B.1 – Develop material for communicating to and educating decision makers and industry

5. audience: General Public “We have moved from a stage of educating the world of the existence of the LHC towards communicating its progress” J. Gillies • Recognition of the need to address the general public as a key target audience is motivated by: • our own emphasis on communicating discovery • increased interest caused by popular media coverage • the growing influence of social media • While members of the media have always been targeted as vectors of communication, the general public are increasingly involved in the communication process, both as vectors and as target audience. c.marcelloni

6. FOCUS • This plan emphasizes: • Timely dissemination of ATLAS physics results to the target audiences and preparation for the eventual discovery of new physics. • Increasing the involvement of collaboration members, “ATLAS Outreachers”, in centrally organized activities as described in the WORK PACKAGES • Increase collaboration with our other Outreach partners (CERN, etc) • The plan along with all the work packages are available at the sharepoint page: http://cern.ch/aos/Shared%20Documents/Forms/AllItems.aspx c.marcelloni

7. Development of Social Media Platforms c.marcelloni Social Media Strategy and Platforms

8. Goal A - Public appreciation of the scientific goals and achievements of ATLAS and the field of particle physics. Audience: general public and members of the media. A.1 - Prepare material on physics goals and on discoveries A.2 - Foster and maintain contact with the media A.3 - Maintain and enhance ATLAS public website atlas.ch A.4 - Develop social media platforms A.5 - Maintain and develop the ATLAS visitor centre A.6 - Develop the ATLAS Live Outreach channel Goal C - Attract and retain the next generation of scientists and science educators. Audiences: teachers and students age 13-18. C.1 - Develop and improve ATLAS event analysis and other pedagogical programs for students C.2 - Help coordinate ATLAS participation in international Masterclasses C.3 - Provide support for virtual visits from schools all over the world to the ATLAS control room C.4 – Support organized ATLAS visits for students and teachers Goal B - Sustained support for ATLAS, the LHC and particle physics research. Audiences: decision makers and members of industry B.1 – Develop material for communicating to and educating decision makers and industry

9. Action a.4Social Media • Social media has changed the manner and format in which news is produced and consumed • The new “conversational” nature of media presents both new challenges and exciting possibilities: • It requires an understanding of platform usage • Lack of presence contradicts our key message of openness and can lead to negative dialogue • A positive presence can lead to dramatic increase in public awareness and support of our goals c.marcelloni

10. Action a.4 - Social MediaBlog BLOG: Adirect, personal link between ATLAS physicists and the public. • Content to publish: info about published papers, conferences and life in the collaboration • Content Structure: • Bloggers can be regular or one time only; • Each blog will be followed by a line about the author • Regular bloggers will get their full bio on the site, and will appear in a side column where readers can click through to a list of all their posts • Button for collaborators to volunteer to blog • Each blog post will appear in English, with an option to view it in the writer’s own language, if such a version was submitted • Written by: members of the ATLAS collaboration • Edited by: Outreach team • Frequency: about two posts per week. • Link: http://atlas.ch/blog c.marcelloni

11. Latest blogs Heavy Ion time by Aaron Angerami Joining forces in the search for the Higgs – report during last HCP conference by Kétévi Assamagan The longest shift of the year by Steven Goldfarb c.marcelloni

12. Action a.4 - Social MediaFacebook FACEBOOK PAGE: less formal and more timely news items • Content to publish: our posts will contain information about published papers, future conferences, talks, relevant media coverage, and Outreach efforts from our colleagues around the world. • Written by: Outreach team • Frequency: about three times per week. The main objective is to inform and interest the public and to draw them to the public web site. • Metric: LIKES on the page measure the increase in our audience • Link: http://www.facebook.com/ATLASexperiment c.marcelloni

13. A place to promote not only our progress on the physics results but also Outreach efforts of other members of ATLAS; Ex. The ATLAS Lego by postdoc, at the Niels Bohr Institute in Copenhagen c.marcelloni

14. Action a.4 - Social MediaTwitter and YouTube TWITTER: immediate propagation of ATLAS news and liaison with the media • Content to publish: Our tweets will follow more or less the same content as the Facebook page, and be made around three times per week during ‘normal’ periods. The goal is to announce ATLAS achievements to the public and media and to draw them to our other platforms • Metric: FOLLOWERS which shows the increase in audience • Written by: Outreach team • Link: http://twitter.com/#!/ATLASExperiment c.marcelloni

15. Action a.4 - Social MediaTwitter • Twitter stats over the period of 3 months: we have 4.471 Followers! c.marcelloni

16. Action a.4 - Social MediaGoogle+ Flickr YouTube YouTube: showroom of the best videos about ATLAS. • Content: best multimedia material produced by ATLAS; used also to allow embedding material on other social media platforms • Link: http://www.youtube.com/theATLASExperiment Google+: A fast-growing new social network with functionality similar to Facebook. • Content: more investigation needed to define how we can best use it, but a priory in the same manner as Facebook • One idea is that the Google Plus Hang outs could be used as part of the Virtual Visits! Flickr:A photo and video sharing social network that enables users to display, comment on, and in some cases download, photographs and video. • Content: a strong, selective, and well-tagged photo and video collection for easy searching and use by the media and public. • Note that CERN CDS should be kept as the main depository for Photos, whereas the public web site and Flickr act as showrooms for selected images. c.marcelloni

17. Action a.4 - Social MediaResources Resources Provided by Outreach Team • Media researcher for newsworthy material for all social media • Solicitor for bloggers within the collaboration • Editor to provide support for the blogger and make sure that readers comments are replied through out the platforms • Web master to develop the current blog interface and support the other platforms as needed • Photographer/videographer to produce multimedia material • Animator to produce ATLAS graphics Resources Provided by Collaboration • Physics bloggers • Physicists experts to reply readers comments, if needed c.marcelloni

18. Maintain And Develop The Atlas Visitor Centre c.marcelloni Recent review & recommendations and Garden Project

19. Goal A - Public appreciation of the scientific goals and achievements of ATLAS and the field of particle physics. Audience: general public and members of the media. A.1 - Prepare material on physics goals and on discoveries A.2 - Foster and maintain contact with the media A.3 - Maintain and enhance ATLAS public website atlas.ch A.4 - Develop social media platforms A.5 - Maintain and develop the ATLAS visitor centre A.6 - Develop the ATLAS Live Outreach channel Goal C - Attract and retain the next generation of scientists and science educators. Audiences: teachers and students age 13-18. C.1 - Develop and improve ATLAS event analysis and other pedagogical programs for students C.2 - Help coordinate ATLAS participation in international Masterclasses C.3 - Provide support for virtual visits from schools all over the world to the ATLAS control room C.4 – Support organized ATLAS visits for students and teachers Goal B - Sustained support for ATLAS, the LHC and particle physics research. Audiences: decision makers and members of industry B.1 – Develop material for communicating to and educating decision makers and industry

20. ATLAS Visitor Centre • A.5.1- Phase 01 – Renewal of Existing Visitor Centre Facilities • A.5.2- Phase 02 - Development of the path between the Globe and ATLAS • A.5.3- Phase 03 - Renew the AVC in collaboration with the CERN PH-EDU c.marcelloni

21. Action A.5.1 or phase iATLAS Visitor Centre Renewal The ATLAS visitor centrereceives a large part of all CERN visits, which have reached 60.000/year. Based on a review from February 2011 several actions have been taken place: • Maintenance:partnership has been formed with CERN PH EDU department, primary users of the centre. • Refurbishment: Several components, including computing, electronic devices, and screens are being replaced with more robust parts • Visit Organization: A new booking procedure used by CERN Visits Service will be adopted by the ATLAS secretariat in order to keep track of common statistics. • Guides & Training: The list of ATLAS guides needs to be kept to date c.marcelloni

22. Action A.5.1 or phase iATLAS Visitor Centre WebSite Documentation on the operation of various components of the centre, along with instructions for ATLAS and CERN guides are available at the collaboration site c.marcelloni http://atlas.web.cern.ch/Atlas/Visits/index.html

23. Action A.5.1 or phase iATLAS Visitor Centre New Content • Update of the main Presentation -in the format of independent short video clips is being drafted; this way the guide can adapt according to the visit group http://project-tv.web.cern.ch/project-tv/AVC_video.html • 3D movie - An updated version of the 3D movie, combining new footage of the completed experiment, as well as physics content • AVION -An interactive virtual visit of the ATLAS cavern is currently being developed to be added to the touch screen c.marcelloni • //wisconsin.cern.ch/~nengxu/ATLAS_3d/WebPlayer/

24. Action A.5.2 or phase iiThe ATLAS Garden The ATLAS garden • A covered Path, connecting the garden of CERN’s Globe of Science with the ATLAS Visitor Centre, and • An adjacent Pavilion, designed to exhibit real parts of the detectorgiving emphasis to physics • A 1:1 Mock up of the Inner detector c.marcelloni

25. Action A.5.2 or phase iiATLAS Visitor Centre c.marcelloni

26. Action A.5.2 or phase iiThe ATLAS Garden We intend to renew the 1:1 mock up of the central part of the detector that might be used in an exhibit at the London Science Museum in the end of 2013; therefore a space on the garden must be foreseen for this piece. The mock up will feature real parts of the detector as well as interactive projection of (live, if possible) event displays. c.marcelloni Mock up of the Inner Dectector

27. Action A.5.2 or phase iiThe ATLAS Garden Guidelines • Create a harmonious connection between the Globe and the ATLAS Visitor Centre; • Use ecological “green” construction, • Be simple, robust and easy to maintain • Give emphasis on the physics of the ATLAS Experiment, with the help of real samples of the detector; • Be intuitive and easy to understand, independent of language or cultural background; • Be arranged so as to generate an element of surprise and wonder among the visitors; • Provide support for guides during guided tours, which are the majority of visits to ATLAS • Provide a virtual extension of the visit; ex make the visitor go to one of our social media platforms to pick up a “virtual” souvenir c.marcelloni

28. Action A.5.2 or phase iiThe ATLAS Garden First Ideas • The Pavilion will measure around 55 m long by 8 m wide. The adjacent Covered Path will be 2m wide. • For the Pavilion, there will be 5 double entry hallways, each equipped with an emergency exit onto a 1m wide service road, running along the Alps side of the building (opposite side to the Covered Path). The hallways are: • Introduction • LHC • Quantum world • Interactive Area • Data Analysis c.marcelloni

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30. Action A.5.2 or phase iiThe ATLAS Garden Resources Required Resources Provided by Outreach Team • Support for Maintenance • Physics expertise for production of new material • Coordination on the production of updated or new multimedia material • Exhibit designer Resources Provided by ATLAS Secretariat • Visit booking (for visits originated by the ATLAS collaboration) • Maintenance, usage of ATLAS guide list Resources Provided by PH-EDU • Expertise on exhibit technology • Expertise on applications • Expertise on guided visits Resources Provided by Collaboration • Guides to accompany Public, members of the media and VIP’s c.marcelloni

31. Action A.5.3 or phase iiiThe ATLAS Garden Renew the AVC in collaboration with the PH-EDU • Further important development of the Visitor Centre is foreseen in the coming years, in order to integrate it as a coherent part of the entire CERN Visits Itinerary, while maintaining its unique identity. c.marcelloni

32. Sustained Support for ATLAS, The LHC And Particle Physics Research c.marcelloni Development of material for communication, education of decision makers

33. Goal A - Public appreciation of the scientific goals and achievements of ATLAS and the field of particle physics. Audience: general public and members of the media. A.1 - Prepare material on physics goals and on discoveries A.2 - Foster and maintain contact with the media A.3 - Maintain and enhance ATLAS public website atlas.ch A.4 - Develop social media platforms A.5 - Maintain and develop the ATLAS visitor centre A.6 - Develop the ATLAS Live Outreach channel Goal C - Attract and retain the next generation of scientists and science educators. Audiences: teachers and students age 13-18. C.1 - Develop and improve ATLAS event analysis and other pedagogical programs for students C.2 - Help coordinate ATLAS participation in international Masterclasses C.3 - Provide support for virtual visits from schools all over the world to the ATLAS control room C.4 – Support organized ATLAS visits for students and teachers Goal B - Sustained support for ATLAS, the LHC and particle physics research. Audiences: decision makers and members of industry B.1 – Develop material for communicating to and educating decision makers and industry

34. Action B.1 – Develop material for communicating to and educating decision makers and industry By decision makers we mean: • funding authorities, science policy makers and government officials. • representatives from industry that currently work closely with ATLAS or may partner with ATLAS in the future. ATLAS physicists act as the spokespeople for these audiences, during either visits at CERN or at their home institutes. Our actions focus on proving tools for those communicating to this audience c.marcelloni

35. Action B.1 – Develop material for communicating to and educating decision makers and industry Deliverables • Update the ATLAS general, physics, technical challenges and technology transfer brochures on print and digital versions • Produce, on a monthly basis, one page printable format, that explains “where we are today” containing the latest papers published along with plots • A presentation in the visitor centre aimed for VIP visitors • Use the Data Quality Satellite Control Room in 3162-2-C01 for VIP visits by hosting Visitor Centre presentations on the video conference screen and displaying outreach multimedia c.marcelloni

36. Action B.1 – Develop material for communicating to and educating decision makers and industry Resources Required Resources Provided by Outreach Team • Physics Expertise • Writer/editor of physics text • Designer for print material • Producer of printed material • Producer of multimedia material Resources Provided by Collaboration • Physicists to interact with decision makers • Guides to accompany decision makers in visits to the ATLAS Experiment at CERN c.marcelloni

38. Support for Outreachers c.marcelloni Goals of the Outreacher Network, Structure and Implementation, Project Support

39. Support ATLAS Outreachers We want to involve ATLAS collaboration members in the activities of ATLAS Outreach and Education by: • Providing infrastructure that supports the active involvement of ATLAS collaboration members in centrally organized activities, such as described in the work packages • Providing tools and material that support activities organized by ATLAS collaboration members externally. Whenever possible, collaboration funding and human resources are expected to leverage support from member institutions, national and international funding providers. c.marcelloni

40. Support ATLAS Outreachers Deliverables • Institutional mailing list of Outreach contacts • Social media platform to promote Outreachers’ efforts: FACEBOOK GROUP http://www.facebook.com/groups/182014021854052/ • Individuals publicizing their institution's ATLAS-related events, such as: Kyle Crammer during the New York World Science Fair, Birmingham Multimedia competition, Oxford ATLAS Android AP LHSee • Individuals publicizing interviews given or produced by local media- providing us a better understanding of media exposure worldwide • Notifications of outreach material being produced such as posters, brochures and films as well as noteworthy material such as the Pop-up book launch in Paris • Protected platform in which the Outreachers can share material used for Outreach Projects • Provide Media Training for ATLAS Outreachers wishing to interact with media. • Portal with all the material available, such as the various ATLAS models, for members of the collaboration to borrow and use in their efforts to promote ATLAS in their home countrieshttps://twiki.cern.ch/twiki/bin/viewauth/Atlas/ATLASVisitorCenterModels c.marcelloni

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42. Support ATLAS Outreachers Resources Required Resources Provided by Outreach Team • Searcher for new members • Social Media expert to maintain Facebook platform up to date • Webmaster for maintain and develop database/platform • Organizer of media training events Resources Provided by Collaboration • Physicists doing any Outreach activity; including talking to the public, organizing a local event , giving an interview or simple writing a personal blog about the work they do in ATLAS c.marcelloni

43. Support for Outreach partners c.marcelloni Projects For Local Community, Collaboration With Press Office, Public Visits, VIP Visits

44. Action 4Support for Outreach Partners 4.1 Support projects for local community organized by CERN • The CERN Communication Group (DG-CO) has plans to improve local communication. Special attention will also be given to local school visits. Examples: Passport BigBang, Dans la peau d’un chercheur and Researchers Night 4.2 Collaborate on Media Visits organized by the cern press office • CERN Press Office organizes most of the visits of members of the Media: • ATLAS will provide a list of media trained members of the collaboration, which the CERN press office can consult for general requests. • ATLAS needs to communicate to their collaborators who wish to independently organize Media visits at CERN to inform both the CERN Press Office and the ATLAS Outreach coordination. c.marcelloni

45. PASSPORT BIG BANGFIRST TEST WITH A PODIUM AT THE GLOBE LAWN LOOKING INTO ATLAS POINT 01 c.marcelloni

46. c.marcelloni http://cdsweb.cern.ch/record/1352736

47. Researchers Night c.marcelloni

48. Action 4Support for Outreach Partners 4.3 Support Public Visits organized by the CERN visit Service • The CERN visits have reached 60 000/ year. This number is expected to grow. To accommodate these ambitions and to create a coherent environment on the overall CERN visit itinerary, the maintenance and upgrades described on A5 are being coordinated with the CERN visitor service. 4.4 Support VIP visits organized by the CERN vip service • VIP visits are mostly organized by CERN, via the Director-General. • Should ATLAS wish to invite VIPs, the invitations should be co-signed. If the Director-General does not approve a proposed VIP visit, then neither the CERN VIP service (DG-VIP) nor CERN management will be involved in the visit. 4.5 participate In LOG and IPPOG meetings • The ATLAS Outreach group participates in the LHC Outreach Group (LOG) and the International Particle Physics Outreach Group (IPPOG) meetings and workshops, and engages in common projects that support the ATLAS goals described in this plan. c.marcelloni