Humor can be an effective way to get across a message about an important science topic—and reach the viewer on more than an intellectual level. In the following video created by the League of Conservation Voters, the creators have used humor to poke fun at climate change deniers (and some filmmakers). One might nitpick certain aspects of this video (as some of the video comments indicate); however, my purpose is to use it to illustrate and analyze how humor (and storytelling) might be used in a science video. First, take a look at the video:

Most scientists tend to cringe at the idea of using humor or storytelling in a science communication product. If we are funny, silly, or imaginative, people might think less of us, or—horrors—even decide that we are not “serious scientists”.

In science, we are trained not only to be serious but to communicate with facts and data. When we try to make videos about a science topic, our impulse is to present just the bare facts because we think that everyone else will be as impressed with data as we are—and any emotional injection will diminish credibility. That impulse can be wrong, especially if we are trying to reach a broader audience—one that needs to be reached on a more emotional or “gut” level.

As you saw in the video, Science Fair Nightmare, there are multiple messages presented. The main message is that climate change is a real problem—one that even children recognize as something needing attention (or at least reasoned discussion). Another message is that even the most die-hard climate change deniers (e.g., some members of Congress) can change, once they get their facts straight. These messages are delivered through a series of hilarious skits (science fair fiasco, makeover montage) and satirical dialog between an actor/activist and a climate scientist (Dr. Jason Willis, who actually works for NASA’s Jet Propulsion Laboratory).

Not only does the video use humor to poke fun at climate change deniers and some of their outdated and/or wrongheaded ideas, it tells a story. The storyline is the classic “Hero’s Journey” (see previous post about storytelling). The hero (protagonist) is Jason Sherman, a fictional Congressman and climate change denier played by actor Ken Fitzgerald. Sherman embarrasses his daughter at the science fair but then redeems himself by learning the facts about climate change and eventually gets on board with the movement, even installing solar panels on his house. Given the recent childish antics by some lawmakers, this fictional character should ring true for many viewers.

Does this humorous approach work? Well, judging by the viewer voting on this video, the answer is yes. So far, the “likes” to “dislikes” are running 10 to 1. The comments (279 so far) have attracted the usual climate change trolls (and I don’t have the patience to wade through them). The video was posted on October 9, 2013 and has had over 139,000 viewers in about a month. So it appears to be attracting attention, and of those viewers who bothered to vote, the majority liked it. If that voting ratio is indicative of the entire viewer population, then it would seem that most people reacted positively to it. Whether their views on climate change were altered by this video is unclear, but at least they heard the message.

Humor can perhaps be most effective for “controversial” science topics—ones that cause rancorous debate such as climate change. When everyone gets so worked up and angry, people tire of the same old rants (on both sides) and turn off. Humor or an interesting story can be a welcome respite and draw in otherwise jaded viewers. Also, climate scientists, environmental activists, and climate change denialists provide a lot of fodder for satire. This video not only satirizes certain lawmakers and climate change deniers, it also mildly mocks those in the opposing camp and makes the scientist the “straight man” in the piece.

Another point is that humor or satire may be most effective at reaching those audiences who are unwilling to listen to a fact-filled lecture by a boring scientist. Such people are simply not going to spend time watching (or seek out) a video that is likely to bore them. I’m not arguing here that all of your science videos need to be infotainment. My point is that you might reach a broader audience by injecting some humor into some of your videos or by telling a more interesting story about your science topic.

What can we learn from all this? I think humor and/or storytelling can work well to send a serious message, as I’ve discussed in numerous posts. I think humor and storytelling together can be a particularly powerful combination. However, using these techniques effectively is not easy and requires some skill and definitely a lot of planning and practice. Otherwise, it’s going to fall flat. When it works, though, your video will be memorable—and just as important—will prompt people to recommend it to others. That appears to be the case with Science Fair Nightmare.

If you have some favorite science videos that are either humorous or tell a story, please share them.