The Large Hadron Collider and the end of the world: how to market science.

Some months ago, we knew that the CERN laboratory in Geneva was going to put on a huge machine called the Large Hadron Collider (LHC). This machine has costed an insane amount of money to the European Union, and the aim was, among other near Big-Bang state reactions, to try to discover a particle called the Higg´s bosson, the particle that would explain the gravity in the subatomic scale and, by the way, to become the demonstration of the actual theoretical physics that the scientifics are managing since twenty years ago. We also learned that as long as the machine was going to generate a huge amount of energy on its particle collisions, as a result it would also create some micro-black holes that would last something like a micro-micro-second.

The interesting thing was to see how some people reacted to the possibility (virtually non existing and evanescing by definition) of the creation of a Black Hole in Geneva (A BLACK HOLE! You know? That black thing in the movies were the handsome guy´s spacecraft falls and is destroyed) and put comments in the web notices, accusing the scientifics from the European laboratory of practicing God-playing-games. We could read things like that the entire world was going to be swallowed by the great Black Hole that was going to be created within the ring, that the sciencists were again looking down to the human being, that the knowledge was something to leave in God´s hands, and so on.

We all can understand that these reactions weren´t coming from the most science friendly kind of people, but I felt some kind of déjà-vu in them. After all, some kind of fear to the unknown, mixed with the traditional weakness of scientific popularization to the citizens that finance them, was provoking the same frightened reaction again.

But that´s when the intelligent people working in the CERN understood that they were needing an improve strategy of storytelling in their business, to communicate (and that´s what is marketing about) that they were not some crazy, powered and God-minded people putting in risk the entire planet in exchange of knowledge that only some privileged people would understand. So they made this video, that I think is brilliant, geeky and witty for a non professional marketer. Enjoy it!

Imagen de previsualización de YouTube

Same video with spanish subtitles here. The interview with the girl that raps in the video by ADN can be found here.

P.D.- By the way, as long as those terrifying experiments go on, maybe some of you would like to check it out how they are doing. You can find it out in this web page:

Has the Large Hadron Collider destroyed the world yet?


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