In this section, we outline the overarching key messages (targeting all audience groups) that CERN wishes to convey as well as the more granular key messages for each target audience.
Primary key messages
- CERN is a world leader in particle physics. (This encompasses theoretical and experimental research, engineering and computing.)
- The discovery of the Higgs boson opens the door to new physics, on a journey of discovery that will extend for decades.
- To continue this journey of discovery we need new accelerators, detectors and computing capacity. (To build them we need to push the boundaries of technology.)
- CERN brings benefits to society. (CERN contributes to the human endeavour of acquiring knowledge, it has a strong positive impact on training future scientists and engineers, on driving innovation, on transferring knowledge and technology to society and industry, and on engaging citizens in the achievements of fundamental research.)
- CERN is an open institution. (CERN’s scientific results are available in open access and CERN is committed to open innovation. CERN is open to citizens, open to the arts, humanities and other expressions of culture.)
- Peaceful collaboration and diversity are intrinsic to CERN. (People from different nationalities, cultures, backgrounds and with different expertise collaborate peacefully, on an equal footing.)
Messages per target audience
| Audience | Drivers | Messages |
|---|---|---|
| Governments and Policymakers in Member States |
Scientific excellence Economic and social impact Return on investment (Re)election Job creation Inspiration for STEM (Science, Technology, Engineering and Mathematics) Influence on global scientific agenda |
CERN is one of the world’s leading centres for particle physics – it produces cutting-edge science and technology. CERN is an integral part of a Member State’s national research efforts; it is your national laboratory at the international level. CERN continues to train generations of scientists, technicians and engineers worldwide. The upgrade of the LHC to the High-Luminosity LHC is a priority for CERN. It will significantly enhance the accelerator, potentially allowing a new chapter of particle physics to be explored. The particle physics community is developing an ambitious vision for next-generation facilities following the huge success of the LHC. CERN is a key actor in delivering transparent and responsible research. CERN operates with a comparable budget to a medium-sized European university. CERN is an ideal showcase for knowledge transfer: it gave us the World Wide Web and has been a pioneer in other technologies, such as touchscreens and PET scanners. The unique know-how and expertise of CERN scientists and engineers is the key to effectively bridging the gap between fundamental research and its applications. CERN engages and promotes SMEs and start-ups, and supports their growth through its network of business incubation centres. Half of CERN’s annual budget returns to industry through procurement. CERN consistently strives to deliver environmentally responsible research, both through how it operates and through the results it produces. CERN adheres to the highest standards of health, safety and security. Teachers and students in your country have greater access to inspiring, cutting-edge educational resources and training. |
| Governments and policymakers in potential new Member States / Associate Member States |
Scientific excellence Economic and social impact Return on investment (Re)election Inspiration for STEM Influence on global scientific agenda |
Becoming a member of CERN enables far greater involvement for your scientists, engineers and technicians. Becoming a member of CERN provides your industries with access to large engineering projects. CERN enables participation in world-changing scientific projects that would simply not be possible on a national basis. Teachers and students in your country will have greater access to inspiring and cutting-edge education resources and training. Being associated to CERN contributes to creating critical mass in particle physics in your country, building and nurturing the community. CERN is an ideal showcase of knowledge transfer: it gave us the World Wide Web and has been a pioneer in other technologies, such as touch screens and PET scanners. |
|
International particle physics community (individual physicists and institutes) |
Scientific excellence Peer recognition Funding Inspiration for STEM |
CERN is at the forefront of particle physics and technology. CERN is the heart of an international network. It is a melting pot of collaborations and partnerships. CERN actively develops the tools for the future of particle physics research. CERN is a laboratory dedicated to the particle physics community and will always strive to better serve the community. It is your laboratory and we will build our future together. Each one of you plays an important role in maintaining support for CERN and for particle physics. CERN inspires and trains generations of scientists, technicians and engineers worldwide. |
| Broader international scientific community |
Scientific excellence Inspiration for STEM Funding for fundamental research Influence on global scientific agenda |
CERN has made major contributions to answering humankind’s fundamental questions about the universe. CERN is a centre of excellence for particle physics and technology, including computing. CERN hosts 70% of the world’s particle physicists. It is a melting pot of collaborations and partnerships. CERN collaborations are models for grass-roots, distributed, large-scale approaches to big science. CERN is at the forefront of developing technologies that could benefit other areas of research. CERN inspires and trains generations of scientists, technicians and engineers worldwide. CERN is a powerful standard-bearer for fundamental research and its role in society. |
| Media and influencers |
Frontier science Cutting edge technology Public interest Authoritative source |
CERN is the world’s leading centre for particle physics – it produces cutting-edge science and technology. CERN is a unique place that contributes to answering humankind’s fundamental questions about the universe CERN is a hub of expertise in particle physics, engineering and computing. CERN has built and runs some of the largest scientific instruments in the world. The results of the work carried out at CERN are available to everyone. Fundamental science is a key driver for innovation and applied research. The work at CERN across all three pillars – physics, engineering and computing – has a deep impact on society. CERN is the heart of an international network. It is a melting pot of collaborations and partnerships. CERN inspires and trains new generations of scientists, technicians and engineers worldwide. CERN adheres to the highest standards of health, safety and security. CERN consistently strives to deliver environmentally responsible research, both through how it operates, and the results it creates. |
| Teachers and students (from pre-university to graduate) |
Being updated on current research in particle physics Continuous professional development Inspiration Wonder Belonging to a network of shared interests |
CERN is a unique place that contributes to answering humankind’s fundamental questions about the universe. Fundamental research is a driver for science education. CERN is one of the world’s leading centres for particle physics. CERN has built and runs some of the largest scientific instruments in the world. At CERN, people from all over the world collaborate, transcending barriers of age, religion, gender and nationality. The results of the work carried out at CERN are available to everyone. You (as a student) could participate in CERN’s research, now or in the future. Our science has the power to inspire your students. CERN lays the groundwork for collaborations between students and teachers from many different countries. |
| Local community |
Economic benefit Tourism Impact on environment, on individuals |
CERN is one of the drivers of economic and cultural development in our local area. CERN is world famous and brings a positive spotlight to our region. CERN adheres to the highest standards of health, safety and security. CERN consistently strives to deliver environmentally responsible research, both through how it operates, and the results it creates. We take our place in the community seriously. We work closely with local institutions and authorities for the CERN of today and tomorrow. CERN organises dedicated events and has specific channels to engage with the local community. We are preparing a bright future for CERN. |
| General Public |
Curiosity Impact Wonder Knowledge for empowerment |
CERN is a unique place that contributes to answering humankind’s fundamental questions about the universe. CERN has built and runs some of the largest scientific instruments in the world. Fundamental scientific research is a driving force for technological innovations that impact our lives, such as the World Wide Web. At CERN, people from all over the world collaborate, transcending barriers of age, religion, gender and nationality. The results of the work carried out at CERN are available to everyone. We take our place in society seriously. We want to engage citizens with our work. CERN adheres to the highest standards of health, safety and security. CERN consistently strives to deliver environmentally responsible research, both through how it operates and through the results it produces. |
|
CERN community |
Pride Curiosity Community spirit Career development |
CERN attracts the brightest minds and some of the most talented people in the world. We are part of a bustling, dynamic, international and diverse community, united by shared values. All of us play a role in CERN’s amazing discoveries and share in the Laboratory's success. CERN encourages and supports training in transferable skills for effective career development. CERN adheres to the highest standards of health, safety and security. CERN consistently strives to deliver environmentally responsible research, both through how it operates, and the results it creates. |
|
Potential candidates (students, graduates, professionals) |
Join a prestigious employer Being part of unique talent workforce Diversity of career opportunities Career advancement |
CERN is a unique place to work, a place like nowhere else on earth. Take part! CERN is a hub of expertise in particle physics, engineering and computing. We require skilled professionals in these fields to deliver the science of tomorrow. CERN is the heart of an international network. It is a melting pot of collaborations and partnerships. Every kind of thinking is welcome and needed. CERN needs more than physicists and engineers. Whatever your field of expertise, at whatever stage in your career, CERN could be your next opportunity. A job at CERN is an excellent stepping-stone to a successful career in a range of fields. CERN combines attractive working and training conditions with excellent remunerations and benefits, and the freedom to work flexibly. CERN is a key actor in delivering transparent and responsible research. People working at CERN enjoy living a truly cosmopolitan life, in the heart of Europe. |
| CERN Alumni |
Desire to “give something back” Wanting to keep in touch Networking Career development Mentoring Lifelong learning |
By keeping in touch with CERN you remain a part of the CERN story (successes, growth). You are a valuable ambassador for CERN and can contribute to increase our impact on society. We are part of a bustling, dynamic, international and diverse community, united by shared values. |
| Industry |
Innovation Knowledge transfer Recruitment Job creation Return on investment Collaboration |
CERN is a large multidisciplinary organisation that requires a wide range of goods and services. Half of CERN’s annual budget returns to industry through procurement. Contracts with CERN help industry drive their innovation. CERN develops cutting-edge technology related to accelerators, detectors and computing, which includes diverse technology domains (e.g.: superconductivity, microelectronics, cryogenics, big data, ultra-high vacuum). CERN technologies have applications in many fields beyond high energy physics that could benefit your area of business (e.g. medicine, energy, aerospace, safety). CERN inspires and trains the future workforce. The unique know-how and expertise of CERN’s scientists and engineers is the key to efficiently bridge the gap between fundamental research and its applications. CERN is an ideal showcase of knowledge transfer: it gave the world the World Wide Web and has been a pioneer in other technologies, such as touch screens and PET scanners. |
| Donors |
Corporate social responsibility Philanthropy Positive publicity Impact |
CERN is a global and highly respected brand. Giving to CERN makes you a partner in spreading CERN’s spirit of scientific curiosity. By giving to CERN you can contribute to enabling more talented young people to take up science, engineering and computing careers. The work carried out at CERN has a significant and positive impact on society, and by giving to CERN you help reinforce this impact. |