Cut + Paste

What was the challenge?

The technology for genome editing is advancing at pace and already transforming science and society. This creates the opportunity to improve the prevention, diagnosis and treatment of diseases, some as yet incurable ones, as well as offering solutions to big issues such as climate change and global food production. Genome editing has the possibility to transform lives for the better, but it holds important ethical questions too.

The public’s relationship to science is key to innovation and advancement – when people are not at the heart of science, then trust erodes and scientific solutions fail to improve the lives of those who need them. An understanding of public opinion about the advancement of genome editing is fundamental to the way the technology will be legislated and how the science will be allowed to progress in the future.

The Francis Crick Institute (Europe’s largest biomedical research facility) invited us to create an inspiring and interactive installation that would start a conversation with the public about their understanding of the science and the ways in which the technology can be utilised, as well as their opinions and concerns about its implementation. 

A key challenge of the brief was how to create something fun and engaging that generated a meaningful and productive conversation with the public on a very sensitive and contentious topic.   

What did we do?

In order to bring this important and compelling topic to life, we worked closely with the Institute’s researchers to ascertain what science information they felt needed to be shared with the public. We also spoke to local communities and potential visitors to find out their questions and concerns regarding the topic.

Armed with this knowledge, we developed an interactive exhibition that took visitors on a journey through a series of zones. This began by considering the effects of genome editing on a personal level – how its application would alter the traits you pass down to your offspring, for example – before opening it up to broader societal issues, posing the question ‘Where would you draw the line?” when it comes to critical ethical issues around the possible applications of genome editing to address global challenges, such as climate change and malaria.

The exhibition title, Cut + Paste, was devised to be an analogy of the literal cutting and pasting ‘Crispr’ process of genome editing, and we extended this concept throughout the exhibition by incorporating collage elements and bite-sized information  to create a visual world that was both scientific and playful.

Visitors became part of a living, breathing exhibition by interacting through games based on the technology, such as ‘rolling the dice’ or playing with ‘building blocks’. Activities were designed to be both empowering and inspiring, providing visitors with scientific information and posing ethical and moral questions in a unique and engaging way.

We created a number of inventive ways to gather audience feedback so that a large volume of useful information could be passed on to The Crick’s scientists in order to further their understanding of public attitudes. Visitors were also invited to leave their thoughts and opinions on display or through audio feed-in to create a highly visible ever-growing body of talking points that stimulated further public debate. 

Through these methods we presented a complex and ethically challenging topic on a human level, whilst creating an accessible and engaging installation that adhered to the topic’s sensitivities and preserved the Institute’s integrity and reputation.

The Cut + Paste exhibition ran from February to December 2023.

What was the impact?

During the exhibition’s run, The Francis Crick Institute welcomed 20,059 visitors to the gallery – an average of 117 people per day –  including the notable presence of physicist Professor Brian Cox. The exhibition became a major talking point during global conferences and policy round tables taking place at The Crick. 

The exhibition captured the attention of the media immediately upon opening, with a feature in the Guardian’s Observer Magazine discussing the ethics of the pursuit of the ‘perfect human’, and pieces on BBC Radio 4 and Lauren Laverne’s Radio 6 programme. 

Post-visit surveys, conducted by The Crick, revealed the following appraisals of Cut + Paste:

“This exhibition was really special and outstanding from all the
other exhibitions.”

“A complex issue presented in a very accessible and engaging way.”

“It is a simple exhibit with loads of great information that is
simplified and very interactive. I love the use of bright colours
and simple design.”

The Crick was pleased to discover in its own evaluation that Cut + Paste was successful in attracting a younger adult audience to the Institute, and that visitors responded very well to the interactive elements of the exhibition, with many saying that the experience “made me think”. 

Internal feedback from The Crick has been extremely positive with  scientists reporting they felt more informed about the public’s understanding of the science and their opinions and concerns regarding the topic’s ethics,  which can now inform their own research. 

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