12.02.2018 Views

commbebiz 6-2 BRx low res full

Create successful ePaper yourself

Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.

BIOECONOMY<br />

INNOVATION<br />

CommBeBiz Magazine 2018 – 2019<br />

Capacity Raising<br />

in the Bioeconomy<br />

Enhancing skills & competences,<br />

Enabling knowledge transfer—<br />

through science communication


BIOECONOMY<br />

INNOVATION<br />

CommBeBiz Magazine 2018 – 2019<br />

Copyright: <strong>commbebiz</strong>.eu<br />

Editor:<br />

Sylvia Schreiber, CommBeBiz Media Panel, Brussels<br />

Production manager:<br />

Isabelle Demolin, PRACSIS<br />

Graphic Design:<br />

Anna Malmport, PRACSIS<br />

June Lottin, PRACSIS<br />

The editorial has been written, and the CommBeBiz project is coordinated, by<br />

Rhonda Smith, Director<br />

Minerva Communications UK Ltd<br />

16 Basepoint | Caxton Close | Andover | SP10 3FG<br />

Telephone: +44 (0)1264 326427 | Fax: +44 (0)1264326327<br />

Acknowlegements :<br />

CommBeBiz—communicating the bioeconomy—is an EU-funded Coordination and Support<br />

Action (CSA) to support bioeconomy <strong>res</strong>earch with its knowledge transfer.<br />

PRACSIS<br />

CommBeBiz Partners have contributed to this publication:<br />

Additional contributions were provided by:<br />

Annabel Mead — Minerva Communications Ltd, UK<br />

Marie Saville — Minerva Communications Ltd, UK<br />

Maeve Henchion — Teagasc, Ireland<br />

Áine Regan — Teagasc, Ireland<br />

Prof. Kevin O`Connor — University College Dublin, Ireland<br />

Nelo Emerencia — Bio-based Industries Consortium, Belgium<br />

Elmar Bartlmae — European Science Communication Institute, ESCI, Germany<br />

Ingrid Wünning Tschol — Robert Bosch Stiftung, Germany<br />

Prof. Karl Ritz — University of Nottingham, UK<br />

Rhonda Smith,<br />

CEO Minerva UK,<br />

Co-ordinator of CommBeBiz<br />

The coordinators of the featured projects<br />

were consulted, as well as their websites.<br />

Photos: shutterstock, if no other credits indicated.<br />

Published and Disseminated by PRACSIS srl., Communication Agency,<br />

Pl. Communale d`Auderghem 8, B-1160 Brussels, Belgium © CommBeBiz 2018 – 2019<br />

The paper used in this product is manufactured<br />

from managed fo<strong>res</strong>ts and is FSC certified.<br />

This project has received funding from the European Union’s Horizon 2020<br />

<strong>res</strong>earch and innovation programme under grant agreement no. 652707


Editorial<br />

“<br />

The Bioeconomy is that part of the economy based on the production of renewable biological<br />

<strong>res</strong>ources and their conversion into food, feed, renewable non-food products and bioenergy. It<br />

includes agriculture, fo<strong>res</strong>try, fisheries, food and pulp and paper production, as well as parts of<br />

the chemical and energy industries. 1<br />

“<br />

The ‘Big Idea’<br />

Communicating the Bioeconomy for Research Impact<br />

Giving names to ideas and initiatives is only the first step in<br />

communicating the rationale and substance behind them to<br />

the world. Once ‘the handle’ (the name) is agreed, the next<br />

step is to develop the core text behind the idea, providing the<br />

basis for discussion, planning and, where appropriate, action<br />

to make the idea a reality.<br />

Sometimes the idea is so all-encompassing that it is difficult to<br />

keep the bigger picture—the ultimate goal, the ‘big idea’—in<br />

focus.<br />

The bioeconomy is an example of that all-encompassing<br />

‘big idea’. The creation of a more sustainable world<br />

by reducing reliance on fossil fuels and utilising natural,<br />

bio-based renewables as our core ‘feedstock’ is a huge<br />

ambition. The idea itself creates macro-economic as well as<br />

micro-economic dilemmas. Economic units, parliaments,<br />

nations, regions, cities, industries, communities, families and<br />

individuals have to be involved in, grappling with the practical<br />

difficulties and potential conflicts on the journey to bringing<br />

the bioeconomy to life.<br />

The idea of the bioeconomy itself requi<strong>res</strong> new ideas to<br />

answer the myriad questions that it poses. What bio-based<br />

materials are available? Can these be produced at scale? Are<br />

they sustainable and <strong>full</strong>y biodegradable? What new production<br />

processes and facilities (thus investment) are required?<br />

Are new regulations, standards and legislation needed? Will<br />

consumers—neighbours, family, friends—support the<br />

changes and buy the products?<br />

Researchers commissioned to delve into one area of the<br />

complex idea that is the bioeconomy — and come up with<br />

solutions to this Grand Societal Challenge — find it hard, if<br />

not impossible, to keep that bigger picture in focus. CommBe-<br />

Biz’s experience with bioeconomy <strong>res</strong>earchers confirms this.<br />

The challenge is that to deliver ‘impact’ and ‘innovation’ as<br />

required by contracts, and make the bioeconomy a reality,<br />

more <strong>res</strong>earchers need to put their own work into that wider<br />

context. Researchers themselves need to speak out to improve<br />

understanding among specialist and lay audiences as to how<br />

their own work fits into the big idea.<br />

Currently, however, <strong>res</strong>earchers are (usually) neither<br />

supported nor rewarded appropriately for time spent on<br />

planning and delivering <strong>res</strong>earch impact in its widest sense.<br />

Neither are the scientific disciplines from the early to late<br />

stages of education geared towards ensuring that <strong>res</strong>earchers<br />

have the skills and confidence to speak out to multiple<br />

audiences and engage with communities. Researchers<br />

currently have little motivation to say ‘yes’ to being proactive<br />

and speaking out.<br />

But the bioeconomy needs an army of <strong>res</strong>earchers ready<br />

and able to do just that. Only when society hears from them<br />

directly and continuously will understanding, acceptance,<br />

advocacy and action be delivered.<br />

The CommBeBiz project has focused its attention on the<br />

individual bioeconomy <strong>res</strong>earchers as much as their projects,<br />

providing skills training and confidence building opportunities<br />

to the current cohort, many of whom will become the <strong>res</strong>earch<br />

leaders of the near future.<br />

CommBeBiz’s final Bioeconomy Innovation Magazine,<br />

final Bioeconomy Impact 2018 meeting, together with the<br />

BeBizBlueprint report, are designed to stimulate debate<br />

with all the individuals and organisations involved in bringing<br />

the bioeconomy to fruition. CommBeBiz looks forward to that<br />

continuing debate.<br />

Rhonda Smith, <strong>commbebiz</strong>.eu<br />

ABSTRACT<br />

This Bioeconomy Innovation magazine focusses on best practice examples of capacity raising in communicating bioeconomy <strong>res</strong>earch.<br />

National strategic efforts, education and training, social media publishing, gender measu<strong>res</strong> and science photography are featured. These<br />

are included to stimulate <strong>res</strong>earchers to better contribute to communicating ‘the big picture’ of the bioeconomy. CommBeBiz has collated the<br />

key learnings and messages gained during the project’s lifetime into the BeBizBlueprint report, and extracts are included here (pp 10 – 18).<br />

The <strong>full</strong> report is published as a standalone document and is available in print and online.<br />

1<br />

http://ec.europa.eu/<strong>res</strong>earch/evaluations/pdf/meeting_sc2.pdf accessed 25 January 2018. Note that marine (blue growth) is not included in this particular definition but is acknowledged as playing a<br />

huge role in the delivery of the bioeconomy.


Pages 4 – 32<br />

BIOECONOMY<br />

RESEARCH<br />

CAPACITY RAISING<br />

“<br />

More<br />

impact and relevance through knowledge<br />

transfer and science communication<br />


6<br />

KNOWLEDGE EXCHANGE AS A KEY TO THE BIOECONOMY<br />

How the BEACON Bioeconomy Centre in Dublin prepa<strong>res</strong> people for the transition<br />

to a more sustainable production and consumption model<br />

7 SUCCESS FACTORS Of A NATIONAL BIOECONOMY STRATEGY<br />

Value chain studies laid the base for the Irish Government Statement<br />

9 COOPERATION + COMMUNICATION + COMPETENCES = CAPACITIES<br />

CommBeBiz supports bioeconomy <strong>res</strong>earchers to raise their potential<br />

10 BEBIZ BLUEPRINT—INSIGHTS ON THE ROAD TO INNOVATION<br />

Maximising <strong>res</strong>earcher impact through communications and business support<br />

19 BIO-BASED TEACHING IN SCHOOLS—A PUSH FOR FUTURE<br />

BIOENGINEERS<br />

Interview with Nelo Emerencia, Bio-based Industry Consortium, on hot topics in<br />

biostudies<br />

22 SHOW AND TELL: VIDEO IS THE BEST FIT FOR THE BIOECONOMY<br />

Filmmaker Elmar Bartlmae, ESCI, explains the trends in science self-publishing and<br />

visualisation<br />

24 “LET NERDS BE NERDS, BUT PROMOTE THE COMMUNICATORS TOO“<br />

Interview with Ingrid Wünning Tschol, Senior Vice-P<strong>res</strong>ident Strategic Development,<br />

Robert Bosch Stiftung and Founder of AcademiaNet, on diversity and gender<br />

capacity raising<br />

27 ACADEMIANET—AN ONLINE PORTAL SHOWCASING WOMEN WITH<br />

HIGH POTENTIAL<br />

The web-tool for outstanding women scientists helps to find good speakers and<br />

candidates<br />

28 LIFTING BARRIERS THROUGH SCIENCE PHOTOGRAPHY<br />

The 2018 CommBeBiz Competition<br />

The six finalists of the COMMBEBIZ 2018 Photo Competition


Bioeconomy <strong>res</strong>earch bioeconomy innovation | BIOeCONOMy INNOVATION -COMMBEBIZ MAGAZINE 2018-2019<br />

6<br />

Knowledge exchange<br />

as a key to a successful<br />

BIOECONOMY<br />

How the BEACON Bioeconomy Research Centre in Dublin<br />

prepa<strong>res</strong> people for the transition to a more sustainable<br />

production and consumption model<br />

In Ireland, what do a large industry CEO, a <strong>res</strong>earcher, a<br />

farmer and a consumer all have in common? They may all<br />

soon raise questions or ideas for future topics about the developing<br />

bioeconomy in their country. Be it the consumer’s<br />

queries when buying a food product originally made from<br />

wooden <strong>res</strong>idues; the farmer’s questions regarding whether<br />

or not he could use his grass surplus for bio-chemicals;<br />

or the <strong>res</strong>earcher’s concern about the over-use of marine<br />

<strong>res</strong>ources while extracting value from waste.<br />

All these scenarios have been played out to support a wide<br />

discussion on opportunities and threats that may come<br />

up while transforming the patterns of producing and<br />

consuming in a transition to a bio-based economy using<br />

biological raw materials instead of fossil-based <strong>res</strong>ources to<br />

manufacture goods. Ireland made a start on this transition<br />

with the release of a National Policy Statement on the bioeconomy<br />

in December 2017 (see page 7).<br />

For the first time, the bioeconomy stakeholder issues<br />

emerging from producers, as well as from consumers and<br />

citizens wishing to participate in shaping their environment,<br />

will be tackled on different platforms in the recently<br />

created BEACON Bioeconomy Research Centre. There,<br />

Irish <strong>res</strong>earchers will — together with policymakers and<br />

industry experts — seek future-proof solutions using biological<br />

<strong>res</strong>ources as drivers of production and consumption.<br />

New fields of economic activity for jobs and growth in rural<br />

areas will be tapped during the process. Case studies and<br />

<strong>res</strong>earch projects will focus on novel schemes for involving<br />

citizens in sustainable ways of life, encompassing sustainable<br />

nutrition and waste avoidance, or the contributions<br />

from farmers towards re-valourising agricultural feedstock.<br />

The knowledge exchange between the groups interacting in<br />

the platform-hubs is considered a key success factor, and<br />

additional specific <strong>res</strong>ponsibility has been assigned to developing<br />

a knowledge-hub to link the Centre with business,<br />

government, NGOs and the media in order to achieve<br />

<strong>res</strong>earch impact.<br />

With an investment of more than EUR 17 million from the<br />

Government, through Science Foundation Ireland (SFI)<br />

and Irish industry, the BEACON Bioeconomy Research<br />

Centre, based at University College Dublin (UCD), aims<br />

at converting <strong>res</strong>idues from the agri-food and marine<br />

sectors into new, higher value products using biocatalysts<br />

and metabolic engineering. When <strong>full</strong>y operational it will<br />

employ over 100 <strong>res</strong>earchers and postgraduate students.<br />

From the start — conducting two specific PhD studies in<br />

the area — the Centre has sought input from consumers<br />

and citizens. An online panel is envisaged for participa-


ting citizens, as well as <strong>res</strong>earch on social<br />

media, to learn the specific jargon and terminology<br />

used in everyday life in relation<br />

to the bioeconomy. This will enable the <strong>res</strong>earchers<br />

to better understand the users’<br />

concerns and expectations in relation to<br />

the economic transition process. Ultimately,<br />

it will inform the science community<br />

in their framing of scientific messages<br />

related to the bioeconomy for the public,<br />

and also inform key company strategic<br />

decisions related to marketing, communication,<br />

and the brand development of<br />

bio-based products.<br />

Maeve Henchion, <strong>res</strong>earcher at Teagasc,<br />

the Irish Agriculture and Food Development<br />

Authority, and Co-Chair of one of<br />

three platforms in the BEACON Centre,<br />

will accompany consumer groups on their<br />

path to more sustainable consumption<br />

patterns: ‘Prog<strong>res</strong>s to the bioeconomy is<br />

a step-change. It is a transformation of<br />

the entire economy and society, and will<br />

influence which products are consumed<br />

and how they are valued.’<br />

With focus groups, surveys and specific<br />

debates, the social scientists in BEACON<br />

will inform the discussion around<br />

consumer perspective to shape the bioeconomy.<br />

With the surveys, consumers<br />

may exp<strong>res</strong>s their expectations on new<br />

featu<strong>res</strong> of bio-products or they could be<br />

asked to comment on if they might accept<br />

potential price rises related to buying<br />

more sustainable products.<br />

A specific focus at the BEACON Centre<br />

will be on life-cycle assessments, to ensure<br />

the bioeconomy is sustainable<br />

from a social, environmental and<br />

economic perspective, and to<br />

raise awareness among citizens<br />

and consumers, including<br />

education and training from<br />

primary school upwards.<br />

Another hot topic in the Irish bioeconomy<br />

is whey, a <strong>res</strong>idue from the huge<br />

Irish dairy sector. Formerly used as pig<br />

feed, whey proteins and whey sugars are<br />

now sourced as valuable raw materials.<br />

Chemists will convert them into products<br />

in sports nutrition, textiles, bio-compounds<br />

and bio-energies. ‘By using these<br />

<strong>res</strong>ources, we are going back to nature, or<br />

we are going back to the future, if you like.<br />

What we have to do is to develop the new<br />

technologies and understand the potential<br />

of these technologies to create value for<br />

society,’ says Kevin O`Connor, Professor<br />

at the UCD School of Biomolecular and<br />

Biomedical Science and Director of the<br />

Bioeconomy Centre.<br />

The Centre combines all disciplines from<br />

the bioeconomy, whether conducting<br />

<strong>res</strong>earch on the extraction of a compound<br />

from <strong>res</strong>idues leading to higher value<br />

products, or using fermentation or<br />

specific chemical technologies to convert<br />

natural <strong>res</strong>ources. Seven managers from<br />

different disciplines will drive the new SFI<br />

centre’s direction, including an emphasis<br />

on cluster forming, communication,<br />

knowledge transfer and impact creation.<br />

A ‘hub and spokes model’ comprising<br />

several platforms invites industry<br />

stakeholders to drive new applications<br />

from a ‘market-pull’ perspective meeting<br />

economic needs and demand. Kevin<br />

O`Connor says that, ‘The SFI is taking<br />

a risk on the Centre and pushing the<br />

boundaries: as <strong>res</strong>earchers we are here to<br />

establish new frontiers and help to create<br />

a culture of innovation.’<br />

credit: Teagasc<br />

Science festivals, a specialty of<br />

the SFI, will be used to draw the<br />

younger generation’s attention<br />

towards the bioeconomy. Many<br />

bio-based goods from plant<br />

<strong>res</strong>idues — currently designed<br />

and produced in the sports and<br />

leisure field — such as sports<br />

shoes or funboards, are considered<br />

by youngsters ‘to be cool’.<br />

7


Bioeconomy <strong>res</strong>earch bioeconomy innovation | BIOeCONOMy INNOVATION -COMMBEBIZ MAGAZINE 2018-2019<br />

Success FACTORS<br />

of a National<br />

Bioeconomy Strategy<br />

Ireland not only has world renowned traditions in agrifood<br />

originating from its reputation as the ‘Green Island’ and<br />

its beautiful areas, it also possesses rich marine <strong>res</strong>ources<br />

in one of the largest sea beds in Europe, which covers 10<br />

times the country’s land mass. Over the past decades, the<br />

Irish economy has been able to benefit from the investment<br />

of a cluster of global leading pharmaceutical industries in<br />

information technologies and biotechnology development.<br />

It is hoped that the pay-off for these investments will be met<br />

by the competitive advantage of bioeconomic development<br />

with the help of the new National Bioeconomy Strategy.<br />

83 bioeconomy measu<strong>res</strong> have been identified<br />

‘Harnessing Ireland’s rich natural <strong>res</strong>ources in agriculture,<br />

marine and energies’ and ‘Harnessing networking and<br />

connections’ — the Irish strengths provided the headlines<br />

for a nationwide discussion in preparation for the Irish<br />

National Bioeconomy Strategy. Fifty-one submissions were<br />

submitted to the Department of the Taoiseach (Prime Minister’s<br />

Office) in <strong>res</strong>ponse to the consultation document.<br />

A scoping exercise conducted by various Irish government<br />

departments ahead of this consultation identified more<br />

than 83 existing or anticipated bioeconomy measu<strong>res</strong><br />

already underway. The bioeconomy measu<strong>res</strong> identified<br />

range from <strong>res</strong>earch, applied science and engineering<br />

projects to policy initiatives, awareness programmes and<br />

infrastructural investments. An additional analysis of<br />

potential priority value-chains has helped to detail the<br />

picture of a country at the brink of the transition to a new<br />

and sustainable bioeconomy which will drive economic<br />

and societal development.<br />

The BioÉire analysis: Valourising waste streams, biomaterials<br />

and bio-energy<br />

Over the last two years, Teagasc (the Irish Agriculture<br />

and Food Development Authority), a CommBeBiz<br />

project partner, has conducted vast <strong>res</strong>earch into the future<br />

potential of the Irish bioeconomy. The BioÉire project<br />

Value chain studies laid the base for<br />

a Government Statement in Ireland<br />

funded by the Irish Department of Agriculture, Food and<br />

the Marine, analysed interlinking bio-based value chains<br />

in Ireland and how they impact each other. The Teagasc<br />

investigators identified the need in the short and medium<br />

term to focus on the exploitation of agricultural, marine<br />

and fo<strong>res</strong>try <strong>res</strong>ources through the valourisation of waste<br />

streams and the production of batteries, biochemical and<br />

bio-energy.<br />

Value chains with significant short to medium term<br />

potential were listed, such as the use of:<br />

• Dairy side streams for new food products;<br />

• Agricultural waste for bio-energy production;<br />

• Horticultural by-products for feedstock for biomaterials;<br />

• Marine discards for animal feed;<br />

• Extracted protein/bioactives from marine waste for<br />

functional food applications;<br />

• Fo<strong>res</strong>try <strong>res</strong>ources in decentralised heat generation;<br />

• Recovered vegetable oil for biofuels;<br />

• Sugar-yielding feedstock for production of biochemicals;<br />

• Seaweed for nutrition, healthcare, cosmetic and energy<br />

applications.<br />

The BioÉire project also highlighted a number of concerns<br />

in the bioeconomy, namely issues of sufficient scale, international<br />

competition, technological feasibility, market availability,<br />

consumer acceptance, regulatory impediments, environmental<br />

sustainability, the prevalence of robust supply<br />

chains, industry fragmentation, and a potentially damaging<br />

competition with food production.<br />

The National Bioeconomy Strategy was finally launched<br />

with a Government statement in December 2017. Ireland<br />

has aligned its Bioeconomy Strategy with the European<br />

Union’s recently developed sustainable Circular Economy<br />

Package. It includes legislative proposals on waste comprising<br />

recycling and landfill reduction targets, and a detailed<br />

action plan of measu<strong>res</strong> to undertake by the end of 2019.<br />

The FungusChain Project — from mushroom <strong>res</strong>idues to bio-plastics<br />

An outstanding example of a cascading approach that seeks priority exploitation of food and feed for high-value compounds prior to<br />

energy generation, is the HORIZON 2020 Funguschain Project. Using mushroom <strong>res</strong>idues for biorefining into biopolymers and bio-based<br />

additives, the FungusChain project has become a model to demonstrate the scope of the bioeconomy to consumers, pupils and customers.<br />

The FungusChain Project is a public – private partnership involving the EU Bio-based Industries Joint Undertaking and a number of<br />

companies, including Irish firms. The project processes mushroom <strong>res</strong>idues into functional bio-based additives and biopolymers using a<br />

cascading approach to separate the valuable components. It also seeks to demonstrate industrial viability by building a new bio-refinery<br />

and modifying current manufacturing lines. The bio-molecules and building blocks isolated from the mushroom wastes are used in food<br />

supplements, plastic products and industrial film products such as bags and gloves.<br />

8


COOPERATION<br />

+ COMMUNICATION<br />

+ Competences<br />

= Capacities<br />

CommBeBiz supports bioeconomy<br />

<strong>res</strong>earchers to raise their potential<br />

CommBeBiz is there to better communicate the bioeconomy. The EU-funded HORIZON 2020 Coordination and Support<br />

Action aims at enabling other EU-funded <strong>res</strong>earch projects, and <strong>res</strong>earchers working in the bioeconomy, to fulfil their innovation<br />

potential. With its BeBizBlueprint Document, an extract of which is shown on the fol<strong>low</strong>ing pages, CommBeBiz<br />

has provided bioeconomy <strong>res</strong>earchers with valuable insights gained in science communication and business support<br />

between 2015 and 2018.<br />

The interdisciplinarity of the bioeconomy asks for greater efforts in knowledge transfer and capacity enhancement in order to better<br />

communicate its key messages — between the disciplines as well as farther afield. The key messages and key learnings of the project’s<br />

experiences are p<strong>res</strong>ented on the fol<strong>low</strong>ing pages with BeBizBlueprint , providing a model for further actions in capacity raising for<br />

bioeconomy <strong>res</strong>earchers. The BeBizBlueprint also endeavours to raise awareness about the need for constant efforts to spread the<br />

word about the bioeconomy, from students to professors, and from business people and policymakers to citizens and consumers.<br />

See what kind of CommBeBiz support is also available on: www.<strong>commbebiz</strong>.eu.<br />

9


Bioeconomy <strong>res</strong>earch bioeconomy innovation | BIOeCONOMy INNOVATION -COMMBEBIZ MAGAZINE 2018-2019<br />

BeBizBlueprint<br />

10<br />

© CommBeBiz 2018


11


Bioeconomy <strong>res</strong>earch bioeconomy innovation | BIOeCONOMy INNOVATION -COMMBEBIZ MAGAZINE 2018-2019<br />

Evidence for the BeBizBlueprint<br />

Experience Matters<br />

CommBeBiz’s (CBB) experience and<br />

evidence underpins our key messages.<br />

This is discussed in <strong>full</strong> in the BeBiz-<br />

Blueprint, which can be accessed at<br />

www.<strong>commbebiz</strong>.eu. Our project legacy<br />

intention is that our insights are used<br />

to inform future strategies and projects<br />

about which activities, from CBB’s perspectives,<br />

have the potential to be most<br />

effective to drive outreach and innovation.<br />

CBB partners designed activities that<br />

met the needs of and created impact<br />

with our <strong>res</strong>earcher customers. The<br />

development and delivery of the web<br />

platform, plus all activities such as production<br />

of marketing collateral, social<br />

media content, online training and organisation<br />

of Annual Meetings, Academies<br />

and Bursaries have all been measured for<br />

their effectiveness. A snapshot of which<br />

is provided here.<br />

During the project, if we felt that an<br />

activity didn’t perform to the anticipated<br />

standard in terms of impact, it was<br />

developed into something that would<br />

potentially deliver.<br />

Sharing the Evidence<br />

From CBB’s experience, we found that<br />

the <strong>res</strong>earch domain is a relatively closed<br />

world, one in which <strong>res</strong>earchers are<br />

often disconnected from the business<br />

and wider world. They may not see the<br />

added value or the necessity for engaging<br />

with society, or business experts or<br />

mentors as they have no idea what is<br />

being offered to them, or what they can<br />

offer in return. Likewise, the business<br />

world and policy players, including<br />

Industry, Communicators, Innovation<br />

Intermediaries and Funders do not take<br />

the necessary time and effort and are not<br />

as involved in the <strong>res</strong>earch process as<br />

they should be to deliver effective engagement.<br />

This may be due to a lack of understanding<br />

of the <strong>res</strong>earcher’s work and<br />

its potential and/or the deeply engrained<br />

opinion that <strong>res</strong>earchers are inaccessible<br />

and with whom it is difficult to engage.<br />

The term ‘Bioeconomy’ covers a wide<br />

range of <strong>res</strong>earch disciplines so it is<br />

even more difficult for a non-scientist<br />

to grasp certain concepts and apply it to<br />

the real world. However, it is now more<br />

important than ever for the real-life application<br />

of science to be established, if<br />

we are to answer one of society’s most<br />

important questions and co-create a<br />

more sustainable world.<br />

The exposure by the project of a dysfunctional<br />

support system for the European<br />

Bioeconomy Researcher led CBB to<br />

develop ideas and messages for the organisations<br />

making up the ‘Ecosystem’.<br />

The aim is to drive availability of appropriate<br />

support for <strong>res</strong>earchers from<br />

the earliest years of their academic and<br />

career development, underpinning and<br />

improving levels of understanding of the<br />

importance of effective communications<br />

and of the business value chain to drive<br />

innovation.<br />

It is not just a question of each stakeholder<br />

within the Ecosystem making themselves<br />

more available and visible. The<br />

task is to also build bridges of understanding<br />

between them, apply a common<br />

language to find potential solutions, and<br />

collectively realise the possibilities and<br />

opportunities that will deliver impact<br />

and ultimately societal change.<br />

“CommBeBiz has had a huge impact on my life.<br />

Publishing a peer reviewed article is not the end,<br />

but just the beginning to bringing your idea to<br />

real life. CommBeBiz has changed my track from<br />

scientist to Entrepreneurship”.<br />

BeBizBlueprint<br />

Himanshu Himanshu,<br />

CBB Innovation Bursary winner.<br />

CBB team members with external experts at EBN Cong<strong>res</strong>s, Paris, June 2017<br />

12


Sustainability Terminology<br />

Create and deliver clarity and consistency in ‘sustainability’ terminology<br />

Policy change, societal understanding and behavioural change<br />

need to work hand in hand to galvanise a positive environmental<br />

change and this can only be achieved if everyone knows<br />

what we are collectively aiming to achieve. Academia, industry,<br />

<strong>res</strong>earchers and society all need clarity of sustainability<br />

terminology if we are to robustly explain the complexities and<br />

opportunities in the Bioeconomy.<br />

We are aware that the pendulum of discussion and society<br />

awareness is s<strong>low</strong>ly swinging towards the need to live more sustainably.<br />

14.1 million UK <strong>res</strong>idents and hundreds of millions<br />

globally watched the Blue Planet, a BBC documentary raising<br />

awareness of the damage caused by plastic waste in the Ocean.<br />

And, within the last 6 months (January 2018) the discussion on<br />

sustainability issues has taken off, as organisations such as the<br />

Ellen MacArthur foundation, championing circular economy<br />

innovation, reach out regularly to its 33,500 fol<strong>low</strong>ers.<br />

CBB’s <strong>res</strong>earch shows some inte<strong>res</strong>ting <strong>res</strong>ults on the use of<br />

trending terms in sustainability and the ‘green’ movement. The<br />

societal uptake of hashtags on twitter demonstrates that using<br />

more specific topics such as #plastics are far more effective than<br />

using a more general term like #circulareconomy or<br />

#bioeconomy (see Fig 2).<br />

From a communications<br />

point of view, it is more<br />

effective to break down<br />

complex subjects into<br />

bite-sized topics so that<br />

they are easily digestible<br />

for wider audiences.<br />

The different terms are<br />

even making attempts to<br />

out-communicate eachother<br />

which will lead<br />

to further confusion.<br />

The debate should not<br />

be around which term<br />

means more, but which<br />

innovations can lead to<br />

step behavioural change<br />

and what does sustainability<br />

success look like<br />

(see Fig 3).<br />

The media’s view<br />

Fig 1: Word Art displaying a plethora of trending<br />

hashtags.<br />

CBB’s cooperation with journalists throughout the project<br />

exposed the media’s misunderstanding of the term Bioeconomy<br />

and their reluctance to uptake EU <strong>res</strong>earch <strong>res</strong>ults, citing their<br />

desire for ground breaking stories delivered directly from the<br />

<strong>res</strong>earcher.<br />

Fig 3: Bio-Based Industries Tweet<br />

“The bioeconomy is much more<br />

than a circular economy”<br />

Fig 2: Hashtag usage data<br />

Our external experts’ views<br />

“I think the term Bioeconomy is a jargon word and few are aware of what it<br />

means. Is farming the bioeconomy or is it the biotech-rich intensive agriculture?<br />

Is a piece of fruit a bioeconomy product or only 3d-printed food? Is<br />

pharma the bioeconomy as it is biologically based”.<br />

Professor Tim Benton, Leeds University<br />

“The term Circular Economy has made things more difficult as now many<br />

stakeholders in the sectors are struggling with the relation between the<br />

Bioeconomy and the Circular Economy principles. This makes it more<br />

difficult to organise the knowledge transfer from <strong>res</strong>earch projects towards<br />

stakeholders.”<br />

Martin Greimel, Austrian Ministry of Agriculture,<br />

Fo<strong>res</strong>try, Environment and Water Management<br />

“Bioeconomy is the green motor to the circular economy”.<br />

John Bell, speaking at BBI JU conference, December 2017<br />

“There is a limited knowledge about the bioeconomy and bioeconomyrelated<br />

topics. The term is very often associated with ‘economic growth’<br />

and ‘increased consumption.”<br />

Zoritza Ki<strong>res</strong>iewa, Fel<strong>low</strong>, Ecologic Institute<br />

“I consider the term ‘Bioeconomy’ is really only appropriate for a certain<br />

specialist audience. Personally, I preferred the term ‘Green Economy’,<br />

especially for a non-technical audience, although I understand that there<br />

is a difference.”<br />

Colin Morton, former Digital Communications Lead,<br />

Fo<strong>res</strong>try Commission, UK<br />

“There is a need for clarity to create more powerful and meaningful<br />

conversations, both internally and externally”.<br />

Rhonda Smith, Co-ordinator, CommBeBiz<br />

BeBizBlueprint<br />

13


Bioeconomy <strong>res</strong>earch bioeconomy innovation | BIOeCONOMy INNOVATION -COMMBEBIZ MAGAZINE 2018-2019<br />

Project Briefs<br />

Engaging the <strong>res</strong>earcher in promotional material<br />

CBB created a downloadable, designer<br />

fact sheet - the Project Brief - that tells ‘the<br />

story’ of the project’s work, summarising<br />

objectives, work programme, outcomes<br />

and the relevance of the <strong>res</strong>earch to<br />

society. The Project Briefs were designed<br />

to be printed cost-effectively, circulated<br />

by email, at meetings and events, as well<br />

as uploaded to websites and used in<br />

social media channels to raise awareness<br />

and encourage engagement.<br />

CBB itself disseminated each Project<br />

Brief via its own social media, ensuring<br />

to tag the projects and relevant stakeholders.<br />

Most projects and CBB fol<strong>low</strong>ers<br />

liked and retweeted these promotional<br />

posts.<br />

Despite the potential impact of the<br />

Project Brief, a disappointing percentage<br />

of projects approached by the team<br />

decided to take up the offer to have a<br />

Project Brief written and designed with<br />

them. The production of the Project<br />

Brief also proved, in some cases, to be a<br />

challenging process. Additionally, many<br />

Project Briefs were not disseminated<br />

widely by the projects themselves, nor<br />

utilised to their <strong>full</strong> potential.<br />

Projects were more open to discussions<br />

when they had professional communications<br />

agencies as consortia partners or<br />

had subcontracted the job of marketing<br />

and promotion. Due to project budget<br />

<strong>res</strong>traints this is not always possible, so<br />

<strong>res</strong>earchers themselves need to improve<br />

their understanding and skills in this<br />

area.<br />

CBB advocates that future CSA projects<br />

supports the <strong>res</strong>earch team, not only<br />

in the production of documents, but<br />

also in educating the project on how to<br />

choose and use appropriate channels<br />

to distribute and promote tools such as<br />

Project Briefs.<br />

BeBizBlueprint<br />

14


Project Briefs<br />

A Project Brief is a high quality ‘showcase’ document telling the project’s story<br />

Challenge-oriented<br />

Bruno Fady, Coordinator of<br />

GENTREE, INRA, France,<br />

appreciated the ‘challengeoriented’<br />

approach of the Project<br />

Brief against their own, more factbased<br />

leaflet. GENTREE has made<br />

their project brief available to<br />

download in the Public Outreach<br />

Resources section of their website.<br />

Journalistic style<br />

Emma Needham,<br />

Communications Officer<br />

for AGRIMAX, liked the<br />

‘journalistic style’ and ‘the<br />

spin’ which make the Briefs<br />

stand out. AGRIMAX not only<br />

posted the Brief on their own<br />

website, but also added it to a<br />

communication toolkit for each<br />

project participant. The Brief was<br />

used as an effective information<br />

tool during local exhibitions and<br />

workshops, exactly what it was<br />

designed to do.<br />

Raising awareness<br />

Anne Maréchal, Coordinator of<br />

the PEGASUS project, confirmed<br />

not only the posting of the brief<br />

on their project website, but<br />

also the use as a tool ‘to let other<br />

<strong>res</strong>earchers know what we are<br />

doing’. The partners in PEGASUS<br />

will print the brief and take it to<br />

their workshops, the coordinator<br />

will exhibit the material on<br />

racks and on whiteboards in<br />

the institution, the Londonbased<br />

Institute for European<br />

Environmental Policy (IEEP).<br />

Raising awareness<br />

The TOMGEM project has<br />

written up a news piece about<br />

working with CBB to produce<br />

their Brief. A link to the PDF is<br />

available in the news post.<br />

Multi-Use<br />

The CERES project has made<br />

their Project Brief available for<br />

download from their website<br />

<strong>res</strong>ources section.<br />

BeBizBlueprint<br />

15


Bioeconomy <strong>res</strong>earch bioeconomy innovation | BIOeCONOMy INNOVATION -COMMBEBIZ MAGAZINE 2018-2019<br />

Academia<br />

Complementary skills for <strong>res</strong>earchers<br />

As the European <strong>res</strong>earch agenda has<br />

become increasingly focused on problemoriented<br />

<strong>res</strong>earch and <strong>res</strong>earch-based<br />

innovation, CBB has observed an increase<br />

in the number of initiatives specifically<br />

targeted at supporting <strong>res</strong>earchers to<br />

become innovators and entrepreneurs.<br />

However, for these initiatives to be effective,<br />

it is vital to understand the perspectives and<br />

motivations of the individual <strong>res</strong>earchers<br />

who are the recipients of these supports<br />

as their enthusiasm, co-operation and<br />

engagement is a key factor in determining<br />

the overall success of these initiatives.<br />

Academia has a core role to play in the<br />

design and provision of these initiatives.<br />

The current focus on rewarding bibliometrics,<br />

i.e. journal publication counts,<br />

citation counts, Journal Impact Factor<br />

and author h-index, for career prog<strong>res</strong>sion<br />

(employment, promotion and<br />

tenure) is increasingly criticised for<br />

solely valuing academic impact and undervaluing<br />

the influence that <strong>res</strong>earch<br />

can have beyond academic circles. The<br />

current method of academic evaluation<br />

does not recognise, reward or value the<br />

activities which underpin the transition<br />

of science to a more open, participatory<br />

and inclusive system which <strong>res</strong>ults in<br />

meaningful societal impact.<br />

In an effort to reflect the fact that scientific<br />

impact is a multi-dimensional construct,<br />

there are now calls for a multi-metric<br />

approach in which it is acknowledged that<br />

multiple rather than single metrics are<br />

necessary to demonstrate the <strong>full</strong> impact<br />

of <strong>res</strong>earch. Social Science <strong>res</strong>earch carried<br />

out within the CBB project supports this<br />

– it is often difficult for <strong>res</strong>earchers to find<br />

time for activities which they perceive to<br />

be inadequately rewarded.<br />

What is missing from our experience with<br />

CBB and from the plans and evaluation we have<br />

heard about so far today [at the Conference] is the<br />

strategic thinking and planning to ensure the <strong>res</strong>earch<br />

community – in post now and the cohorts to come<br />

– have the skills, confidence and competence to<br />

become true co-creators in the journey to bio-based<br />

innovation.<br />

Rhonda Smith, CommBeBiz Co-ordinator,<br />

<strong>res</strong>ponding to p<strong>res</strong>entations at the BBIJU Conference,<br />

December 2017<br />

With initiatives already in place to drive<br />

standardised and improved provision for<br />

<strong>res</strong>earchers in academic institutions, there<br />

is increasing consensus for better support<br />

earlier in the education system. Institutions,<br />

Industry Bodies and Academia also offer<br />

their own enhanced training and, in some<br />

cases, offer achievable standards or status.<br />

Researchers must reach out and realise the<br />

importance of this training on their overall<br />

<strong>res</strong>earch impact.<br />

Changes are afoot in other business<br />

sectors. According to the scheme,<br />

“HRS4R” – Human Resources Strategy for<br />

Researchers, ERA-Network EURAXESS,<br />

provides guidance for <strong>res</strong>earch managers<br />

at academic institutions across Europe.<br />

Transferrable skills or “Soft” skills trainings:<br />

such as data management in open science,<br />

copy writing, project management,<br />

p<strong>res</strong>entation skills, languages, summer<br />

schools, should all be part of the individual<br />

and professional personal development<br />

schemes to prepare <strong>res</strong>earchers for careers<br />

in academia and in the private/public<br />

sector.<br />

However, <strong>res</strong>earchers themselves have a<br />

key role to play in helping themselves.<br />

BeBizBlueprint<br />

16<br />

“There is a need to incentivise the <strong>res</strong>earcher differently if we want them to<br />

look at value chains and have a holistic approach to business innovation. Due<br />

to their personalities, <strong>res</strong>earchers are inte<strong>res</strong>ted in the ‘nitty gritty’ of their<br />

<strong>res</strong>earch, whereas the wider business world looks at the bigger picture, so we<br />

as communicators need to support the <strong>res</strong>earcher.”<br />

Georgia Bayliss-Brown, Columbus, EU project<br />

“Social media empowers and enables scientists to bridge the gap between<br />

science and society. The utilisation of the traditional media (general, specialist,<br />

broadcast) plus social media channels is an important part of the strategy<br />

to promote the concept of the Bioeconomy and to raise awareness of the<br />

<strong>res</strong>earch work funded by the EC and delivered by multi-disciplinary groups<br />

across all EU member states plus additional global partners.”<br />

Alec Walker-Love of ESCI (European Science Communications Institute)<br />

“Schools should be involved more intensively in the knowledge transfer process.”<br />

Zoritza Ki<strong>res</strong>iewa, Fel<strong>low</strong>, Ecologic Institute<br />

“In Estonia, <strong>res</strong>earchers are encouraged to drive their own desire to<br />

contribute to society and they are driven by policy to reach-out and seek a<br />

catalyst for their <strong>res</strong>earch.”<br />

Arko Olesk, Lecturer in Science Communication at<br />

Tallinn University and Imperial College, London<br />

“We need to work harder to get ideas out into the open and into discussion<br />

with industry and academia at much earlier stages. The whole education<br />

system should take up the idea and content of a bio-based society from<br />

primary through to university levels. Teachers too – the gatekeepers must<br />

be educated as well as students of all ages – not only PhDs.”<br />

Nelo Emerencia, Programme Manager,<br />

Biobased Industries Consortium (BIC)<br />

“It takes a long time to build academic skills to communicate to stakeholder<br />

groups and the incentives for academics are largely antithetical to spending<br />

time on this and not writing grants, doing <strong>res</strong>earch or writing papers. They<br />

often don’t have the time or <strong>res</strong>ources to engage <strong>full</strong>y. Universities need to<br />

put workable incentives in place.”<br />

Professor Tim Benton, Leeds University


Social Media<br />

CommBeBiz Key Messages<br />

A channel for bioeconomy <strong>res</strong>earchers<br />

From CBB’s experience, <strong>res</strong>earchers are the conversations about which they feel Freilburg University has a social media<br />

often reluctant<br />

for the<br />

to become<br />

Bioeconomy<br />

involved in confident.<br />

Research Community and<br />

p<strong>res</strong>ence<br />

its<br />

with<br />

Ecosystem<br />

458 twitter fol<strong>low</strong>ers, not a<br />

the wider CommBeBiz social media has conversation formulated on messages for stakeholders whom we believe lot can in comparison change their to high profile twitter<br />

Bioeconomy/sustainability issues, even CBB’s tweets work success<strong>full</strong>y when<br />

behaviours to positively affect the innovative reach and impact of the European users, but Bioeconomy his twitter accounts are well<br />

if their <strong>res</strong>earch directly links to the they are original, inte<strong>res</strong>ting, engaging<br />

Researcher. Our messages chime<br />

issue being discussed. Researchers are and<br />

with<br />

provide<br />

topics being<br />

useful<br />

discussed<br />

tips/views<br />

in high-level liked<br />

and<br />

meetings and retweeted. in Brussels<br />

and are echoed in recent reports,<br />

the experts in their fields and have a <strong>res</strong>ponsibility<br />

to share that knowledge and convey the importance of your social<br />

insights. surveys and For other example, ‘allied’ a graphic funded to projects.<br />

be involved in the Bioeconomy/circular media recipe mix, fol<strong>low</strong>ing the online<br />

Researchers<br />

economy discussion to inform and training webinar given by Alec Walker-Love<br />

of ESCI, was retweeted and liked<br />

provide reputable ‘Be perspectives. noticed, be heard’<br />

by our fol<strong>low</strong>ers.<br />

‘Demand complementary skills training of your Institute and/or your project’<br />

CBB consistently utilises social media<br />

channels to drive ‘Apply engagement your analytical and skills and CommBeBiz scientific approach joins in to <strong>res</strong>earch on the impact latest planning and delivery’<br />

conversation about the Bioeconomy as conversations, trending hashtags and The Bioeconomy sector has a long way<br />

well as to promote EU individual & EC – project the shapers<br />

will fol<strong>low</strong><br />

and contribute<br />

providers<br />

to chat<br />

of<br />

on<br />

core to go funding before it catches up with the <strong>res</strong>t<br />

and <strong>res</strong>earcher’s work and events. CBB policy changes and social hot topics such<br />

EC<br />

of the <strong>res</strong>earch/science world. For<br />

‘Create and deliver clarity and<br />

Twitter fol<strong>low</strong>ers (455 as at 25th January as consistency #lattelevy. in ‘sustainability’ terminology’<br />

example, Professor Brian Cox has 2.8<br />

2018) consist of ‘Develop a variety and of EU deliver funded a strategic plan for upskilling <strong>res</strong>earchers in funded projects million in tweeter complementary fol<strong>low</strong>ers. skills’<br />

To see a short video in conjunction with<br />

projects and <strong>res</strong>earchers ‘Design and as well deliver as non- a central<br />

a<br />

strategic<br />

local coffee<br />

plan<br />

company,<br />

for Bioeconomy<br />

Peaberry<br />

communications’<br />

Roast,<br />

EU-funded <strong>res</strong>earchers, scientists and<br />

According to ‘Science’, Genomicist Neil<br />

see: https://twitter.com/CommBeBiz/<br />

members of the public with an inte<strong>res</strong>t in<br />

Hall sparked an online tempest last<br />

Funders – national, status/949254086196649984<br />

regional and specialist<br />

innovation and the Bioeconomy. Many<br />

summer by proposing a ‘Kardashian<br />

official EU and EC<br />

‘Upskill<br />

accounts<br />

yourselves<br />

fol<strong>low</strong><br />

in<br />

CBB.<br />

communications and dissemination strategies’ Index’ or K-index (named after reality<br />

Additional fol<strong>low</strong>ers ‘Embed come communications from the planning into your calls; acknowledge relevance TV and star reward Kim this Kardashian) activity’ - a comparison<br />

of a scientist’s number of Twitter<br />

media, the UK and EU parliaments and<br />

‘Provide appropriate support and training for applicants and successful projects including alternative<br />

global industries.<br />

fol<strong>low</strong>ers with their citations. Scientists<br />

metrics and measurement of effectiveness’<br />

with a high score on the index, should<br />

Now is the time for Bioeconomy Researchers<br />

to be Academia involved as discussion & Research Institutes<br />

suggested Hall, who works at the Univer-<br />

‘get off Twitter’ and write more papers,<br />

forums across the world want and need<br />

sity of Liverpool in the United Kingdom.<br />

‘Integrate transferable skills into the curriculum for all science disciplines’<br />

to hear their views.<br />

‘Recognise and reward communications, engagement and outreach actions CBB of scientists’ is not necessarily advocating<br />

Researchers would benefit from using<br />

celebrity status for all Bioeconomy <strong>res</strong>earchers<br />

- but suggests that all it takes<br />

‘Set high standards and a good example for all disciplines to fol<strong>low</strong>’<br />

Twitter as a listening post and join in<br />

is the creation of clear messages to<br />

Industry & its Associations<br />

stimulate society’s inte<strong>res</strong>t and contribute<br />

to changing perceptions and ulti-<br />

‘Go to where the <strong>res</strong>earch action is – don’t expect them to find you’<br />

mately behaviour.<br />

‘Provide more opportunities & funding for engagement with students, colleges & <strong>res</strong>earch teams’<br />

‘Train and support staff to engage in these activities and reward accordingly’<br />

Communicators – including CSA projects such as CommBeBiz<br />

‘Take time to understand the CBB motivations, had to dig mindsets deep to and find behaviours a Bioeconomy<br />

Researcher doing an imp<strong>res</strong>sive<br />

of the trained scientist – they (usually)<br />

think differently from a communicator’<br />

job on social media. Alex Giurca, a<br />

‘Review the communications and outreach training needs of your group and plan to provide’<br />

fo<strong>res</strong>ter and <strong>res</strong>earcher in European<br />

‘Co-create communications Fo<strong>res</strong>t and outreach and Environmental plans with <strong>res</strong>earchers Policy and at deliver in partnership’<br />

Innovation Intermediaries & Entrepreneurs<br />

‘Recognise that <strong>res</strong>earch is a foreign land with its own language and learn to speak it’<br />

‘Recognise that the bioeconomy is a multi-dimensional field with social, environmental as well as<br />

commercial dynamics’<br />

‘Deal fairly with <strong>res</strong>earchers as they may/will not recognise the potential value in their work’<br />

BeBizBlueprint<br />

BeBizBlueprint<br />

17


Bioeconomy <strong>res</strong>earch bioeconomy innovation | BIOeCONOMy INNOVATION -COMMBEBIZ MAGAZINE 2018-2019<br />

BeBizBlueprint<br />

The Legacy of CommBeBiz<br />

CommBeBiz<br />

The Bioeconomy<br />

Key<br />

and its drive towards<br />

Messages<br />

a sustainable and bio-based future<br />

Rhonda Smith, CEO of Minerva UK<br />

On behalf of the whole CommBeBiz<br />

and Co-ordinator of CommBeBiz writes:<br />

team, we acknowledge and thank all<br />

requi<strong>res</strong> ‘cross party’ engagement and the contributors to the BeBizBlueprint,<br />

“The aim and ambition for CommBe- communication across scientific disciplines,<br />

policy perspectives, community and external experts who have assisted<br />

the allied projects working in the sector<br />

Biz’s for BeBizBlueprint the Bioeconomy is that it provides a Research Community and its Ecosystem<br />

motivational CommBeBiz ‘push’ has to the formulated organisations messages groups for in stakeholders order to reach whom consensus we believe can us in change creating their a report that reflects the<br />

that behaviours make up the to ‘Ecosystem’ positively affect surrounding<br />

the <strong>res</strong>earch community to rethink<br />

the innovative and the ‘tipping reach and point’ impact that will of the ensure European challenges Bioeconomy and opportunities facing<br />

Researcher. Our messages chime with its topics successful being delivery. discussed Researchers in high-level the meetings Bioeconomy in Brussels <strong>res</strong>earcher of today. In<br />

how the environment, <strong>res</strong>ources and<br />

support<br />

and<br />

provided<br />

are echoed<br />

can<br />

in recent<br />

be redesigned<br />

reports, surveys and all and those other supporting ‘allied’ funded them projects. must addition, we thank all those who have<br />

acknowledge and embrace the need for given up their time to lead webinars, to<br />

to support more effective engagement, improved understanding and skills to speak at our events, to act as mentors<br />

outreach and <strong>res</strong>earch impact.<br />

support that drive.<br />

and to provide their advice.<br />

Researchers<br />

Researchers ‘Be themselves noticed, be must heard’ also ‘up Scientific discipline and rigour can be Finally as Co-ordinator, I extend my<br />

their game’ in terms of ambitions and<br />

‘Demand complementary skills applied training of to your planning Institute for and/or impact your project’ with thanks to the CommBeBiz partners for<br />

skills in these arenas.<br />

great effect!<br />

their commitment and energy that has<br />

‘Apply your analytical skills and scientific approach to <strong>res</strong>earch impact planning and delivery’<br />

ensured we have delivered a project that<br />

The experience and insights that the As well as the production of the Be- has created its own engagement and<br />

CommBeBiz partners gained through<br />

EU & EC – the shapers BizBlueprint, and providers the project has of finalised core funding<br />

impact.”<br />

the delivery of a range of opportunities<br />

for <strong>res</strong>earchers ‘Create can and also deliver inform clarity the and consistency in ‘sustainability’ terminology’<br />

EC<br />

plans to ensure that its content is<br />

cascaded across formal and informal<br />

strategies and ‘Develop action and plans deliver of agencies a strategic channels, plan for upskilling with meetings <strong>res</strong>earchers planned in funded with projects in complementary skills’<br />

and newly funded projects designed to<br />

‘Design and deliver a central strategic DG Research, plan for Bioeconomy in the UK, communications’<br />

Ireland and<br />

drive impact and innovation.<br />

Belgium and media and social media<br />

plans in place. The CommBeBiz web<br />

Whilst CommBeBiz Funders concurs – national, entirely regional and specialist<br />

platform is being maintained after the<br />

with the quote: ‘Upskill yourselves in communications funded and period dissemination where current strategies’ and all<br />

“If Content is King, ‘Embed Distribution communications is God Almighty’’ planning future into cohorts your calls; of acknowledge bioeconomy relevance <strong>res</strong>earchers<br />

and reward this activity’<br />

‘Provide appropriate support and training<br />

can<br />

for<br />

access<br />

applicants<br />

the <strong>res</strong>ources,<br />

and successful<br />

webinars<br />

projects including alternative<br />

attributed to Sascha Pallenberg, Head of and project materials created by the<br />

metrics and measurement of effectiveness’<br />

Digital Content, Daimler AG, Germany project.<br />

we would suggest its adaptation thus:<br />

Academia & Research Institutes<br />

“If Content is King (tailored to the audience being<br />

add<strong>res</strong>sed), Distribution ‘Integrate (through transferable channels, skills into the curriculum for all science disciplines’<br />

format and timing ‘Recognise suited to that and audience) reward is communications, God<br />

engagement and outreach actions of scientists’<br />

Almighty.’’<br />

‘Set high standards and a good example for all disciplines to fol<strong>low</strong>’ CommBeBiz has worked with four<br />

bioeconomy ERA-Nets on their criteria<br />

Industry & its Associations<br />

for communications, dissemination<br />

and impact in calls and success<strong>full</strong>y<br />

funded projects. CommBeBiz has<br />

‘Go to where the <strong>res</strong>earch action is – don’t expect them to find you’<br />

‘Provide more opportunities & funding for engagement with students, colleges provided & <strong>res</strong>earch not teams’ only text but also on-line<br />

‘Train and support staff to engage in these activities and reward accordingly’ webinars and face-to-face workshops.<br />

Introducing <strong>res</strong>earch teams to the<br />

potential and use of social media was<br />

Communicators – including CSA projects such one as topic CommBeBiz<br />

covered.<br />

‘Take time to understand the motivations, mindsets and behaviours of the trained scientist – they (usually)<br />

think differently from a communicator’<br />

‘Review the communications and outreach training needs of your group and plan to provide’<br />

‘Co-create communications and outreach plans with <strong>res</strong>earchers and deliver in partnership’<br />

Innovation Intermediaries & Entrepreneurs<br />

‘Recognise that <strong>res</strong>earch is a foreign land with its own language and learn to speak it’<br />

‘Recognise that the bioeconomy is a multi-dimensional field with social, environmental as well as<br />

commercial dynamics’<br />

‘Deal fairly with <strong>res</strong>earchers as they may/will not recognise the potential value in their work’<br />

18<br />

BeBizBlueprint


Bio-based teaching in<br />

schools — a push for<br />

future bioengineers<br />

Interview with Nelo Emerencia,<br />

Bio-based Industries Consortium,<br />

on hot topics in biostudies<br />

How is student inte<strong>res</strong>t leading to bio-based discoveries<br />

and developments?<br />

Nelo Emerencia: It’s a kind of mixed bag. A study conducted<br />

in secondary schools in the Netherlands revealed that only<br />

7 % of students have heard about biostudies. But once<br />

bio-based products are shown and explained to them, they<br />

buy in: 70 % are enthusiastic and 40 % are inte<strong>res</strong>ted in<br />

fol<strong>low</strong>ing studies in that area. If we do not put more effort<br />

towards persuading and motivating students to take up our<br />

subject, we will be lost.<br />

Could the <strong>low</strong> f<strong>low</strong> towards bio-based curricula be<br />

changed?<br />

Nelo Emerencia: Let’s be optimistic. I can draw from my<br />

experience from working with chemistry education in the<br />

Netherlands. Some years ago, there were very few students<br />

in favour of doing chemistry, or similar subjects. With the<br />

help of industry associations and educational institutions<br />

we started to campaign, concentrating on raising inte<strong>res</strong>t<br />

in primary- and secondary-schools. This finally turned the<br />

tide and pushed the rates up.<br />

Is there a parallel development for bio-based subjects?<br />

Nelo Emerencia: Quite a few <strong>res</strong>earch universities and universities<br />

of applied sciences have already started to adapt<br />

their curricula in this direction. Studies of chemistry and<br />

chemical engineering are integrating ever more interdisciplinary<br />

courses, such as agriculture or biomass feedstock<br />

conversion. However, it is yet to be done systematically.<br />

What would a typical curriculum for systematic<br />

bio-based studies look like?<br />

Nelo Emerencia: The conversion of biomass feedstock into<br />

added-value materials in a sustainable setting is at the core<br />

of this subject. This is more easily said than done. To start<br />

with, biomass feedstock has a widely different range of<br />

origin. In the Bio-based Industries Consortium we cluster<br />

biomass feedstock into four categories: agriculture, fo<strong>res</strong>try,<br />

aquatic/marine <strong>res</strong>ources and bio-waste/CO 2<br />

. To convert<br />

these feedstocks into useable products, we apply different<br />

technologies, including mechanical, (thermo)chemical or<br />

industrial biotechnology — or a combination of thereof.<br />

Not the typical chemistry we know …<br />

Nelo Emerencia: Indeed, in a typical biorefinery we work<br />

with biomass as feedstock and living organisms as catalysts<br />

— this is not the traditional petrochemical approach. The<br />

chemical sector in Europe needs to adapt and increase its<br />

role in the bioeconomy sooner rather than later if Europe<br />

wants to stay competitive in this field. Changes are needed<br />

not only in industry, but also in educational institutions.<br />

SusChem, the EU Technology Platform for Sustainable<br />

Chemistry, which assembles many stakeholders from<br />

chemical industry and academia, started to campaign<br />

many years ago for the necessary ‘skills for the future’.<br />

What has the reaction been like?<br />

Nelo Emerencia: Initially, the university professors were<br />

not overly enthusiastic. Their main objective has been to<br />

provide in-depth education and training in very specific<br />

fields, like, for example, an engineer or <strong>res</strong>earcher in<br />

organic chemistry. But eventually the SusChem stakeholders<br />

managed to persuade them to take a different view of<br />

the chemist or chemical engineer of the future.<br />

What does the chemical engineer of the future look like?<br />

Nelo Emerencia: He or she needs to be educated with a<br />

more multidisciplinary package, one comprising a sound<br />

knowledge of a specific chemical discipline, and in addition<br />

a minimum knowledge and awareness of adjacent disciplines<br />

like biochemistry and physics. The package also<br />

needs to include ‘soft skills’ such as teamwork and the<br />

ability to communicate ideas to other disciplines — the<br />

bioeconomy needs to be explained outside the boundaries<br />

of individual disciplines all the time.<br />

Will we see a MA degree course in the bioeconomy<br />

being offered in Europe ?<br />

Nelo Emerencia: We are seeing some successes across<br />

Europe. Nowadays, many universities include bioeconomic<br />

elements in their curricula —chemists by making them<br />

familiar with biotechnologies and bio-processes, such<br />

as fermentation for example. Some <strong>res</strong>earch universities<br />

and universities of applied sciences in Europe are developing<br />

curricula that combine life sciences, engineering and<br />

marketing, and are yielding BSc or MSc degrees in bioeconomy.<br />

They also offer bio-based masterclasses.<br />

19


Bioeconomy <strong>res</strong>earch bioeconomy innovation | BIOeCONOMy INNOVATION -COMMBEBIZ MAGAZINE 2018-2019<br />

Do you think bio-based studies could be as fashionable<br />

as chemistry has managed to become?<br />

Nelo Emerencia: We can be happy that, compared to ten<br />

years ago, things have changed. At least in some major<br />

European countries today, pupils are again choosing<br />

more STEM courses: Science, Technology, Engineering<br />

and Mathematics. About 15 years ago, STEM instructors<br />

were facing constantly decreasing numbers of pupils and a<br />

dwindling esteem for technology.<br />

How has the downward trend come to a halt?<br />

Nelo Emerencia: Through joint programmes with schools<br />

and universities, industry has contributed to funding attractive,<br />

age-appropriate courses that include demonstrations<br />

on real business successes. Additionally, in the<br />

Netherlands, we have introduced sizeable scholarships for<br />

university studies of chemistry or chemical engineering,<br />

al<strong>low</strong>ing also for extra-disciplinary community activities.<br />

This will also have a positive effect on courses for chemistry<br />

teachers. Without knowledgeable and motivated chemistry<br />

teachers the overall impact will be limited.<br />

Age-appropriate demonstrations and scholarships for<br />

<strong>res</strong>earch and engineering studies — would these also<br />

work for the bioeconomy?<br />

Nelo Emerencia: I’m convinced they will. However, the<br />

challenge seems to be a bit larger in the case of the bioeconomy<br />

because of the heterogeneous character of the<br />

bio-based sector. The bio-based sector is spread over<br />

many disciplines and age-appropriate demonstrations for<br />

teaching purposes could focus on different parts of the<br />

value chains. We can focus on the feedstock production,<br />

logistics and pre-treatment in, for example, agriculture, but<br />

also in fo<strong>res</strong>try and the aquatic/marine sector. Or we can<br />

demonstrate success stories of processing ‘waste’ streams<br />

into valuable products. That said, there is a need for much<br />

better awareness raising within the educational systems<br />

on the vast potential of a bioeconomy for our sustainable<br />

future.<br />

Do you also see a need for<br />

more effort in non-academic<br />

fields?<br />

Top Tips: Five skills of the future bioengineer<br />

✓✓<br />

✓✓<br />

✓✓<br />

✓✓<br />

✓✓<br />

Ability to work in diverse environments<br />

Nelo Emerancia: We should<br />

not only focus on skills<br />

for future <strong>res</strong>earchers and<br />

engineers for the bio-based<br />

sector, but also on vocational<br />

education and training to implement and sustain a<br />

circular bioeconomy. Also, industry and educational institutions<br />

should embrace and facilitate self-teaching and<br />

lifelong learning to maintain momentum and spirit.<br />

What are the hot topics in bio-based <strong>res</strong>earch and innovation<br />

at the moment?<br />

Nelo Emerencia: These appear to be synthetic and systems<br />

biology. If students want to zoom into the future, they<br />

should understand the ‘omics’ — the molecular basis of<br />

emerging technologies. Diving right into molecular structu<strong>res</strong><br />

can trigger many innovative developments in bio-materials<br />

or organic processes Another new topic is the use of<br />

electrochemical conversion of biomass. This development<br />

can utilise excess renewable energy from the grids when it<br />

is available, in peak periods for example. And the bio-based<br />

sector can maybe help in creating innovative systems for<br />

storing excess renewable energy sources and carriers.<br />

Is bio-based industry ready to take up what emerges<br />

from <strong>res</strong>earch?<br />

Nelo Emerencia: To really advance, scientists, academia<br />

and industry need to bring the exciting developments from<br />

the labs out into the field. Up-scaling is one of the keywords<br />

and also one of the key challenges.<br />

Are there any solutions to mitigate the disconnection<br />

between academia and industries in the bio-based<br />

sectors?<br />

Nelo Emerencia: The best way to <strong>res</strong>olve issues in bio-based<br />

<strong>res</strong>earch and innovation is a closer cooperation between<br />

academia and the industry, with a facilitating role played<br />

by governments. The bio-based sector is an emerging one.<br />

Many innovative technologies and bio-based products<br />

pursuing ‘circularity’ are still considered as ‘high risk’ from<br />

an investor’s perspective. That’s why this triangle cooperation<br />

is a must to cross the ‘value of death’ of many new<br />

developments. And by also including the society at large<br />

as a fourth partner, this will<br />

help in understanding and<br />

adequately <strong>res</strong>ponding to<br />

societal needs and accelerate<br />

the acceptance of bio-based<br />

applications.<br />

Understanding of, and know-how in, many disciplines<br />

Networking expertise, to integrate people and <strong>res</strong>ources<br />

Capacity to communicate techniques and complex<br />

systems to those without a specialist education<br />

Intersectoral knowledge and a talent for innovation<br />

Many thanks for this<br />

interview!<br />

BIO EXPRESS<br />

Nelo Emerencia studied Chemical Engineering at the Delft University of Technology in the<br />

Netherlands. In 1973 he returned to Aruba, his native Caribbean island, where he worked at<br />

the Esso refinery and prog<strong>res</strong>sed to Marketing Manager. In 1985 Nelo changed to the chemicals<br />

business in Rotterdam and later in Brussels, and held positions in economics and planning,<br />

marketing and public affairs. In 1998 he was seconded to PlasticsEurope in Brussels, where<br />

he worked as Communications and Public Affairs Director for three years. In 2006 he was<br />

seconded to the Dutch Chemical Industry Association, and held the positions of Education<br />

& Innovation Manager and Secretary of the Dutch Chemistry Board until June 2014. During<br />

this assignment Nelo increasingly occupied himself with bio-based economy activities for the<br />

chemical industry, in higher education curricula to support a bio-based economy, and in the<br />

required developments in education in general. Since 2014 has worked as an independent<br />

consultant and is the Director of Programming in the Bio-based Industries Consortium.<br />

20


THE FOOD RACE<br />

"... a 50-minute feature portraying<br />

stories from around the globe on<br />

food for a future world population of nine billion people. "<br />

Photo: “The Food Race”;<br />

Winemaking, Italy; www.leonardofilm.de<br />

For international distribution of the documentary<br />

please contact: Anne Olzmann, Managing Director,<br />

Albatrossworldsales<br />

anne@albatrossworldsales.com;<br />

www.albatrossworldsales.com<br />

21


Bioeconomy <strong>res</strong>earch bioeconomy innovation | BIOeCONOMy INNOVATION -COMMBEBIZ MAGAZINE 2018-2019<br />

Show and tell:<br />

video is the best<br />

fit for the<br />

BIOECONOMY<br />

www.leonardofilm.de<br />

Are mussels dangerous? This was the guiding question for<br />

the young filmmaker Elmar Bartlmae that led him to one<br />

of his first science documentaries. It began in the Netherlands.<br />

Eight people fell sick after consuming mussels from<br />

Ireland and couldn’t identify the exact reason for their<br />

illness. Elmar heard about the mystery, and with his team<br />

traced the origin of the mussels, and found the source<br />

in Killary Harbour on the West coast. There, the mussel<br />

breeder had also suffered from his own produce. The cause<br />

of the serious food poisoning was a previously unknown<br />

toxic algae hooked inside the mussel shells.<br />

The filmmaker could roll back the story like a detective —<br />

from the plates of consumers to the Irish mussel banks.<br />

In the process he found an overarching food safety issue;<br />

the film even prompted a change in the EU’s food testing<br />

processes. Mussels are systematically tested for a whole<br />

range of known algae poison before entering the food<br />

markets, but when this unknown algae appeared and hospitalized<br />

eight people, it had not yet been recognised as a<br />

toxin. Shortly afterwards, the poison was identified and<br />

analysed and is now part of the routine checks of food<br />

safety authorities controlling mussels.<br />

‘Since then, I realised that the storytelling is the most<br />

exciting part to me in the entire chain of a film production,’<br />

says Elmar, who has run his own science film production<br />

company for more than ten years. Additionally, he<br />

has become the Director of the recently founded European<br />

Science Communication Institute (ESCI); with headquarters<br />

in the German town of Oldenburg.<br />

Filmmaker Elmar Bartlmae, ESCI,<br />

explains the trends in science<br />

self-publishing and visualisation<br />

Elmar Bartlmae was not always set to go into science communication.<br />

After initial internships with filmmakers he<br />

intended to study film. But a senior documentary maker<br />

recommended that he ‘go for something more serious’. The<br />

student therefore first pursued studies in physics at King’s<br />

College London, and later became a student in a masterclass<br />

for science communications at Imperial College<br />

London. ‘It was the luck of the right combination at the<br />

right time,’ remembers the ESCI Director.<br />

A combination of two or more subjects — competence<br />

in science and knowledge transfer skills — is also at the<br />

core of the ESCI approach. To facilitate scientists’ natural<br />

journey to reach out to wider audiences, a strategy needs<br />

to be envisaged not only in pursuing lab trials but also in<br />

devising a tailored communication plan, and in receiving<br />

professional support for the task.<br />

Science communication has turned 360 degrees since the<br />

days when Elmar went out with his film teams to record<br />

and cut documentaries that could only be broadcast via<br />

TV stations. Thanks to the ubiquity of social media and<br />

online tools, a scientist can nowadays be his own, independent<br />

self-publisher, and master the <strong>full</strong> communication<br />

chain — from posting academic articles on open-access<br />

online portals, to p<strong>res</strong>enting abstracts in a short video, or<br />

from issuing media blogs or tweets, to delivering science<br />

podcasts on web channels. In brief: the self-publishing<br />

<strong>res</strong>earcher enhances his impact by using social media —<br />

these are the tools dominating all science communications.<br />

22


To increase impact via these channels, the visualisation of<br />

<strong>res</strong>earch content is key. ‘The bioeconomy is in a real pole<br />

position here, because it is best suited for the visualisation<br />

of its topics; dealing with objects to touch and natural environments<br />

to show,’ explains the science communicator.<br />

‘Compared to abstract mathematics or internet technologies,<br />

many understand the image language of the bioeconomy<br />

at a glance.’<br />

The ESCI strongly supports the trend of self-published<br />

scientists using self-instruction platforms, and the technology<br />

available, to spread <strong>res</strong>earch <strong>res</strong>ults. The institute<br />

sees its role as one that can ensure quality. Elmar Bartlmae<br />

summarises some of the profession’s codes of conduct:<br />

‘We need to sensitise self-publishers regarding quality, and<br />

legal threats. There are licensing rights to <strong>res</strong>pect as well as<br />

people’s privacy. Not anything goes and not everything is<br />

for free; despite the current grab-and-go mentality.’<br />

Coaching and training are offered by professionals working<br />

with the ESCI. Another task is to explain to the self-publishing<br />

<strong>res</strong>earchers the boundaries of their options. Usually,<br />

with a video-abstract or a science blog, a scientist only<br />

reaches his peers, whereas a TV channel is on a mass-media<br />

scale and is required to meet the standards of communication<br />

professionals and make use of journalistic techniques<br />

and language structu<strong>res</strong>.<br />

‘Science and journalism will remain two different professions,’<br />

says Elmar. Both of them often start at the same point<br />

while investigating a novelty or a news item. But at the end<br />

of the journey, scientists despise simplifying their discoveries,<br />

whereas journalists sharpen the most important facts<br />

to a simplistic point in order to be understood easily by a<br />

broader public. In the face of their peers’ criticism, scientists<br />

shy away from not using the proper terminological<br />

jargon and are always concerned with meeting certain<br />

standards. Journalists prefer using simple language to bring<br />

the messages across.<br />

The ESCI helps scientists to make use of communicators’<br />

professionalism — which can help to highlight the<br />

relevance of the science work while showing the bigger<br />

picture behind the lab to a mass audience. Another task<br />

of the communication professionals is to use their wide<br />

network of communication channels, and to pitch the<br />

media piece to the right people at the right time.<br />

Without professional pitching knowledge, Elmar’s more<br />

recent film production The Food Race would never have<br />

made it to international TV channels. The filmmakers took<br />

a year to assemble a 50-minute feature portraying stories<br />

from around the globe on food for a future world population<br />

of nine billion people. It depicted scientists and practitioners<br />

endeavouring to develop healthy and sustainable<br />

food production on all continents. Only the smart cooperation<br />

of science professionals, science communicators<br />

and the mass media al<strong>low</strong>ed the film to eventually reach an<br />

audience of several hundred thousand viewers. The Food<br />

Race became an outstanding example of cross-disciplinary<br />

science communication in the bioeconomy, and as such<br />

also won the Best Film on Agriculture at the Life Sciences<br />

Film Festival in Prague.<br />

A checklist before you<br />

record your video<br />

Is video the right media?<br />

Yes, because I have great moving visuals.<br />

Yes, because I want to integrate video data into my film.<br />

Yes, because I want to use a certain channel.<br />

Yes, because it’s ok to stick to the basics.<br />

What’s my story?<br />

Personal Approach!<br />

Great Discovery!<br />

Relevance: News hook for the agenda!<br />

Get your cameras rolling ….<br />

23


Bioeconomy <strong>res</strong>earch bioeconomy innovation | BIOeCONOMy INNOVATION -COMMBEBIZ MAGAZINE 2018-2019<br />

24<br />

“Let nerds be<br />

nerds, but<br />

PROMOTE the com-<br />

MUNICATORS too”<br />

The number of people who roll their eyes when they hear<br />

of the words ‘gender mainstreaming’ is growing. Is this<br />

justified given some of the more absurd developments?<br />

Ingrid Wünning Tschol: I think the raised eyebrows are<br />

partly justified. Overly politically correct reactions to silly<br />

statements from men about female <strong>res</strong>earchers are in many<br />

cases exaggerated, as we saw with the forced <strong>res</strong>ignation of<br />

the biochemist and Nobel prize winner Sir Tim Hunt some<br />

years ago. Of course, gender policy remains legitimate as<br />

long as we have the ‘leaky pipelines’ that exhibit the fact<br />

that the higher the academic position the less likely it is to<br />

be occupied by a woman. Nevertheless, two things really<br />

bother me in gender mainstreaming: firstly, when its proponents<br />

use artificial, equalizing language and secondly,<br />

when women’s appointments function only as alibis for<br />

institutions in order to avoid any substantial changes.<br />

Why should women be granted specific capacity-building<br />

measu<strong>res</strong> in science?<br />

Ingrid Wünning Tschol: It’s about much more than equal<br />

rights. Science will gain considerably from a <strong>full</strong> exploitation<br />

of the pool of talent available. If women are not<br />

promoted at the higher levels, many top talents will definitely<br />

be overlooked. The higher the level in the academic<br />

institution, the more women tend to be underrep<strong>res</strong>ented.<br />

Actual science stats show equal sha<strong>res</strong> of men and women<br />

until the doctoral phases. Beginning at post-doctoral levels,<br />

these gaps begin to widen sharply.<br />

What do you see as the main reason for this gap?<br />

Ingrid Wünning Tschol: Women are not daring enough.<br />

Let me explain it autobiographically. When I was in the<br />

later stage of my postdoctoral <strong>res</strong>earch at as a molecular<br />

biologist at Massachusetts Institute of Technology (MIT)<br />

“LET NERDS BE NERDS,<br />

BUT PROMOTE THE<br />

COMMUNICATORS TOO”<br />

Interview with Ingrid Wünning Tschol, Senior Vice-P<strong>res</strong>ident<br />

Strategic Development , Robert Bosch Stiftung and Founder of<br />

AcademiaNet, on diversity and gender capacity raising<br />

in Boston, I was not confident enough to start a career as<br />

a professor at a German University. But I dared to start<br />

a career in science management — a step I have never<br />

regretted. And the same problems apply today: female <strong>res</strong>earchers<br />

are more rarely authors of academic publications,<br />

and they receive less funding from the European Research<br />

Council (ERC), whose function is to reward excellent<br />

post-doctoral <strong>res</strong>earch.<br />

After a perfect science education for young women, and<br />

after decades of academic gender policies, why is there<br />

still a lack of courage?<br />

Ingrid Wünning Tschol: Men fight more and they are<br />

more agg<strong>res</strong>sive. Women are supported by men as long<br />

as they are two levels beneath their own career stage. That<br />

said, I perceive a change in the generation of young, thirty-something<br />

women. They are much more assertive than<br />

previous generations.<br />

Could you explain what has changed?<br />

Ingrid Wünning Tschol: The Robert Bosch Foundation<br />

offers gender capacity-raising, with a fast-track programme<br />

for female <strong>res</strong>earchers who strive for a leadership position<br />

in science. There, excellent female scientists develop skills<br />

and abilities in a series of intensive seminars over several<br />

days, smoothing their path to a leadership position and<br />

to more strategic career thinking. There has always been<br />

one exception. Women who study engineering or physics<br />

tend to go all the way through. These future engineers are<br />

probably thicker-skinned than those who tend to opt for<br />

the ‘soft’ subjects. And yet, even with new personalities, we<br />

observe that women concentrate too much on improving<br />

their scientific excellence instead of an early enhancement<br />

of their visibility and leadership skills.


Are there institutional best practices to overcome the<br />

hurdles?<br />

Ingrid Wünning Tschol: ‘Gender bias’ is a matter of fact<br />

when it comes to applications for positions that are traditionally<br />

occupied by men. There is a clear inclination to<br />

listen more attentively to men, and to take male arguments<br />

more seriously. The Norwegian University of Science and<br />

Technology in Trondheim has made an important step by<br />

sending all its board members and chair holders to gender-standard<br />

training — leading to better awareness, and<br />

to fewer biased decisions. Overcoming gender bias has to<br />

be a priority on the agenda of the leaders of an institution,<br />

only then will we see changes!<br />

Not every institution will take this step ….<br />

Ingrid Wünning Tschol: Generally speaking, you can see<br />

best practice in all those institutions where the top level<br />

of the hierarchy is convinced of the excellence of female<br />

scientists, proclaims their support, and encourages the best<br />

applicants to apply to the relevant jobs. This breaks the<br />

glass ceilings in a much more efficient manner than many<br />

gender actions, or even quotas, do.<br />

Why did you found AcademiaNet, the online portal that<br />

lists outstanding women scientists while creating a recruitment<br />

pool for positions or keynote speakers?<br />

Ingrid Wünning Tschol: It was at the European Science<br />

Open Forum (ECOF) 2008 conference in Barcelona.<br />

Among many male keynote speakers we only had one<br />

woman on the stage. Some top female scientists later complained<br />

by letter. When we were tracking down the reason,<br />

we found that, apart from one, all the women that had<br />

been asked had refused their invitation and it was difficult<br />

to identify female replacements quickly. This brought me<br />

to the idea of setting up a pool of female excellence. AcademiaNet<br />

has created a pool of, currently, 2 500 excellent<br />

names. It is an online portal to publish profiles. They have<br />

all been peer-reviewed and have been recommended by<br />

nearly 50 chartered science organisations, ranging from the<br />

Wellcome Trust and the Royal Society, to the Weizmann<br />

Institute and the Alexander von Humboldt Foundation. It’s<br />

a service that provides outstanding candidates.<br />

Have cultural differences been observed?<br />

Ingrid Wünning Tschol: The tool has become a quality<br />

benchmark for young academics. Not all European countries<br />

have organisations to ensure that quality standards need to<br />

be met for a listing. Northern Europe is stronger in that<br />

regard, though we do see outstanding French, Italian and<br />

Spanish female <strong>res</strong>earchers. It also took some years for the<br />

British Royal Society to join. In the beginning, the network<br />

had a strong German bias, which is self-explanatory: the<br />

German participation rates of women in higher academic<br />

positions was, initially, one of the <strong>low</strong>est in Europe.<br />

How many positions have been filled through the tool?<br />

Ingrid Wünning Tschol: We cannot trace this back, because<br />

the recruiting bodies do not tell us nor the women if they<br />

put together their lists by consulting the portal. But we<br />

know that recruiters make use of our tool. And we have a<br />

wealth of anecdotes … some institutions encourage their<br />

evaluators to use the portal, which guarantees the ex-ante<br />

quality control of the candidates.<br />

25


Bioeconomy <strong>res</strong>earch bioeconomy innovation | BIOeCONOMy INNOVATION -COMMBEBIZ MAGAZINE 2018-2019<br />

Who can access the portal?<br />

Ingrid Wünning Tschol: Everybody can sign up to it. We<br />

know that some magazines use the tool to find people for<br />

science stories. Conference organisers fill their keynote<br />

speakers lists, and some science foundations assemble<br />

their shortlists for supervising bodies with the help of the<br />

profiles in AcademiaNet.<br />

There is a preponderance of natural sciences profiles<br />

compared to the humanities. Why?<br />

Ingrid Wünning Tschol: It emerges from a preponderance<br />

of institutions that fund science and they are our quality<br />

filters. For some years, the European Research Council<br />

(ERC) has endeavoured to promote humanities with its<br />

grants and so have others like the Deutsche Forschungsgemeinschaft.<br />

Do you think that more soft skills in the curricula, such<br />

as communication trainings, could trigger a change?<br />

Ingrid Wünning Tschol: I am not sure about this. For leadership<br />

positions communication skills are crucial. But a<br />

good sales person is not necessarily an excellent scientist.<br />

The importance of soft skills might rise in the age of<br />

open science ….<br />

Ingrid Wünning Tschol: We will surely discover some<br />

unusual subjects through open science in the future. Yet, the<br />

long experience of MIT or the Max Planck Society shows<br />

that nerds get their breakthroughs without any courses in<br />

science communication. So, let the nerds be nerds. This<br />

guarantees top quality <strong>res</strong>earch. But, when biochemistry<br />

post-docs want to engage with the public, with citizens or<br />

in open science, they must not be hampered. Instead, their<br />

extra talents have to be acknowledged as well. It’s the mix,<br />

and the diversity of talents, that makes a <strong>res</strong>earch institution<br />

excel.<br />

Thank you very much for this interview!<br />

Bio<br />

exp<strong>res</strong>s<br />

Dr Ingrid Wünning Tschol studied Biology, Geology and Geography at the University<br />

of Tübingen, Germany, where she received her PhD in Biology in 1985. Between<br />

1985 and 1990 she conducted post-doctoral <strong>res</strong>earch at the Biology and Microbiology<br />

Departments at the Massachusetts Institute of Technology in Cambridge, USA,<br />

and at Stony Brook University, New York. She was Programme Head of the Molecular<br />

and Cell Biology Unit at the funding organisation Deutsche Forschungsgemeinschaft<br />

in Bonn, Germany, and continued her career as Senior Scientific Secretary of the<br />

European Medical Research Councils (EMRC) and the European Science Foundation<br />

(ESF), Strasbourg, France. She is currently Senior Vice-P<strong>res</strong>ident, Strategic Development<br />

at Robert Bosch Stiftung, Stuttgart, Germany. In 2008 she founded the women<br />

in science platform AcademiaNet, in cooperation with leading science media outlets<br />

such as Nature and Spektrum der Wissenschaft. Ingrid Wünning Tschol belongs<br />

to numerous advisory boards, both in Germany and in the <strong>res</strong>t of Europe. She was<br />

Vice-Chairman of the ESOF 2006 Steering Committee and Co-Chair of ESOF 2008,<br />

ESOF 2010 and ESOF 2012. She is Vice-Chair of the European Research Area Board<br />

(ERAB), an independent body that advises the EU Commissioner with regards to the ERA and the Framework<br />

Programmes. Since 1990 she has published numerous articles and been interviewed about science policy, science<br />

management and ‘science and society’ issues by several journals and radio programmes.<br />

26


AcademiaNet —<br />

an online portal to<br />

SHOWCASE WOMEN WITH<br />

HIGH POTENTIAL<br />

The web-tool for outstanding women scientists<br />

helps to find good speakers and candidates<br />

In 2010, the German Chancellor Angela Merkel, the<br />

country’s most famous female physicist, launched the<br />

internet portal AcademiaNet. It was initiated by the Robert<br />

Bosch Foundation to raise the visibility of outstanding<br />

female scientists, and to increase their numbers in leadership<br />

positions. In Europe still only one out of five of the<br />

most highly endowed professorships is held by a woman.<br />

Currently, the online portal lists the profiles of 2 500 women<br />

scientists in 40 disciplines from more than 30 countries.<br />

It offers a search tool for decision makers from academia<br />

and industry when shortlisting candidates for leadership<br />

positions and committees. In addition, journalists and<br />

conference organisers can use the portal to quickly locate<br />

recognised experts.<br />

To ensure only the best of Europe’s female <strong>res</strong>earchers, a<br />

panel of 48 AcademiaNet partners — renowned organisations<br />

from the world of science and business — propose<br />

new candidates based on common guidelines. The selection<br />

criteria are: outstanding academic qualifications, reflected<br />

in publications, awards, scholarships or memberships of<br />

p<strong>res</strong>tigious scientific organisations, as well as third-party<br />

funding, leadership experience and more. The scientists are<br />

not al<strong>low</strong>ed to apply themselves. After their nomination,<br />

the <strong>res</strong>earchers participating in AcademiaNet must explicitly<br />

agree to the publication of their profile.<br />

The tool was created to give nominating science and<br />

business evaluators ‘no more excuses’: they will always<br />

be able to find female candidates for an open position.<br />

The portal exists to fix the ‘leaky pipeline’ that seems to<br />

make women on the scientific career ladder disappear<br />

— starting with equal opportunity at the beginning of<br />

their careers, the amount of women compared to men<br />

steadily decreases the more important the positions<br />

become; a still widening gap, as the graph be<strong>low</strong> shows.<br />

Find out more on www.academia-net.org.<br />

The ‘leaky pipeline’<br />

‘No More Excuses. Leading Women in Science’, published by Robert Bosch Stiftung, Stuttgart, Spektrum CP<br />

27


Bioeconomy <strong>res</strong>earch bioeconomy innovation | BIOeCONOMy INNOVATION -COMMBEBIZ MAGAZINE 2018-2019<br />

28<br />

Lifting barriers<br />

through science<br />

PHOTOGRAPHY<br />

The 2018 CommBeBiz Photo Competition<br />

With its 3rd edition, the 2018 CommBeBiz Photo Competition and its six winner photos, once again put<br />

the essence of bioeconomy in the spotlight – taking the unusual perspective, unveiling the unseen inner<br />

side and the hidden beauty of our biological life, this makes the substrates of the bioeconomy <strong>res</strong>earch<br />

and developments visible.<br />

Professor Karl Ritz, soil biologist at Nottingham University<br />

and Editor-in-Chief of the high-ranking journal Soil<br />

Biology Biochemistry, has during a CommBeBiz webinar<br />

generously offered his insights into science photography<br />

and what impact it can achieve by letting other see<br />

the unknown. “Its all about to bring seeing and thinking<br />

together”, says Karl Ritz.<br />

Here the key points of his webinar note<br />

“Image-ining for scientific photography”:<br />

• As with all communications, science photography starts<br />

with conveying the key scientific information which has<br />

to be legal, decent, honest and fruitful. The other aspect<br />

then is the twist: Impacting science photography has to be<br />

visually appealing, compositionally great and technically<br />

strong.<br />

• The ideal case is that images reveal not only the theme, but<br />

also the story or the narrative in a wider context.<br />

• Things that have to be thought through before taking<br />

pictu<strong>res</strong> and collating them in a p<strong>res</strong>entation: What`s<br />

context and purpose ?, Who is the audience and what scale<br />

will matter to identify scientific objects and themes ?<br />

• Use stock images to frame a p<strong>res</strong>entation: the longshot of a<br />

landscape showing air, soil and animals is establishing the<br />

story and leads into the theme with a “bigger picture”. The<br />

stock photos always will be helpful for a slide p<strong>res</strong>entation<br />

or as a side bar while showing the scientific objects with a<br />

closeup or macro photo.<br />

• Composite images put together a key theme by cuts of<br />

different exemplars<br />

• Graphic images put appealing landscapes in the forefront<br />

by using graphic lines and balancing the object composition<br />

• Macrophotography of for example small objects or<br />

particles depend on composition, light and technical<br />

soundness. Recommended is to use a scale bar or a real-life<br />

object to demonstrate scales<br />

• For the p<strong>res</strong>entation it is helpful to assemble a series of<br />

photos to develop the story along them. Key is to pick<br />

messenger images which strike through image composition<br />

– a whea grain offset at the bottom right to tell about<br />

the function of corps for soil care – or images that strike<br />

through colours and appealing shapes, as with mushrooms<br />

for example.<br />

• “Good photography is all about composition and knowing<br />

your equipment”, says Karl Ritz who is a jury member in<br />

the annual CommBeBiz Photo Competition.<br />

The webinar “Image-ining for scientific photography” was<br />

held on 25th September 2017 and is posted in <strong>full</strong> version<br />

in the library on the CommBeBiz website<br />

Being a professional as much as a passionate science photographer,<br />

Profeesor Ritz lists his criteria for a good science<br />

picture: “I judge on photographic excellence. It`s composition,<br />

lighting, exposure, and ‘instant’ appeal.”<br />

The overall winner of the 2018 CommBeBiz Photo<br />

Competition is:<br />

Kevin Egan, University College Cork, Ireland, with “It’s<br />

what’s inside that counts“. The winner photo shows a petri<br />

dish with antimicrobial protein or peptide produced by<br />

gut bacteria that can eliminate other bacteria which have<br />

become antibiotic <strong>res</strong>istant.<br />

Comments of the jury:<br />

“It is an out-of-the-box idea how they use the image and what kind of<br />

message they would like to share and it is always good to look what is<br />

behind of the curtain and check also the inner values!”<br />

“Very intriguing and ar<strong>res</strong>ting image – obviously contrived, and graphically<br />

extremely strong. This is literal bacterial illustration! Photographically<br />

perfect in the sense it is visually flawless – only the labelling on<br />

the side of the Petri dish suggests this is a photograph not a computer<br />

rendered image. The creativity is not so much in the photograph as with<br />

the concept.”<br />

“As well as ‘What’s inside’ being a bold photograph, it is also a striking<br />

piece of graphic art.”<br />

The other winners of the 2018 CommBeBiz Photo<br />

Competition are:<br />

• Crystal Ball – Future of vaccine development<br />

Laura C<strong>res</strong>ser, The Pirbright Institute, United Kingdom<br />

• Best of the Best - DNA-based selection<br />

Stephen Byrne, Teagasc, Crops Science Department<br />

Ireland<br />

• Breeding for the perfect crisp<br />

Stephen Byrne, Teagasc, Crops Science Department<br />

Ireland<br />

• Testing use of compost<br />

Pétur Halldórsson, Icelandic Fo<strong>res</strong>t Service, Iceland<br />

• Future homes for bacteria<br />

Conor Feehily, Teagasc, Ireland


The winner photo<br />

Kevin Egan (UCC/APC);<br />

Dr. Paul Cotter (Teagasc/APC);<br />

Prof. Paul Ross (UCC/APC);<br />

Prof. Colin Hill (UCC/APC)<br />

It’s what’s inside that counts!<br />

Antimicrobials produced by gut<br />

bacteria can eliminate antibiotic<br />

<strong>res</strong>istant superbugs<br />

The image shows a bacteriocin<br />

(nisin) producing colonies of<br />

Lactococcus lactis inhibiting<br />

vancomycin-<strong>res</strong>istant enterococci<br />

(VRE), an important nosocomial<br />

(hospital acquired) superbug.<br />

Lauren C<strong>res</strong>ser, The Pirbright Institute<br />

Crystal Ball - Future of vaccine development<br />

In this photo, I have used a crystal ball to illustrate the future of<br />

vaccine development by capturing a <strong>res</strong>earcher using a state-ofthe-art<br />

microscope.<br />

29


Bioeconomy <strong>res</strong>earch bioeconomy innovation | BIOeCONOMy INNOVATION -COMMBEBIZ MAGAZINE 2018-2019<br />

Stephen Byrne, Teagasc, Crops Science Department<br />

Breeding for the perfect crisp<br />

This image shows the level of diversity for fry colour p<strong>res</strong>ent within a<br />

typical potato breeding programme<br />

Stephen Byrne, Teagasc, Crops Science Department<br />

Best of the Best: DNA-based selection<br />

for the next generation of grass cultivars<br />

Harvesting perennial ryegrass leaves for DNA extraction and<br />

downstream analysis. DNA-based selection identifies individual plants<br />

for cross-pollination and the production of an improved population.<br />

30


Pétur Halldórsson, Icelandic Fo<strong>res</strong>t Service<br />

Testing the use of compost for affo<strong>res</strong>tation on degraded land in Iceland<br />

In the photo Mr Daði Lange from the Icelandic Soil Conservation Service is planting<br />

Siberian larch using small mounds of compost on a windy day at Hólasandur.<br />

Conor Feehily, Teagasc, Ireland<br />

Future homes for bacteria<br />

The image captu<strong>res</strong> stacks of agar plates drying in a laminar f<strong>low</strong> hood beside the<br />

flame of a bunsen burner. The plates will be used to grow newly isolated probiotic<br />

bacteria that will improve human health.<br />

31


PRACSIS

Hooray! Your file is uploaded and ready to be published.

Saved successfully!

Ooh no, something went wrong!