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Not that long ago, the term science communication would have merely implied communication between scientists, but nowadays the term has a much wider context. Science today needs to be made accessible to a more diverse and inclusive audience; it needs to be presented in a way that is engaging, innovative and fun. The formal talk and slides combination favoured by academia is not necessarily the best way to communicate with the public. We need to rethink the way in which we engage with non-scientific audiences who have little interest in what we do, and especially with those with very low science capital. How can we ignite their curiosity and encourage them to ask questions about science? How can we help them to feel involved and interested in our work?

AromAtom, an olfactory approach to science communication and public engagement