Science communication can be a tough game. There is so much noise — and misinformation — circulating in popular culture that it can be difficult to create a message that resonates.
This danger of misinformation is particularly true in the sphere of health, where celebrities and pseudoscience-embracing health gurus seem to dominate public discourse. Indeed, we live in world where Katy Perry has 110 million followers on Twitter, and the World Health Organization has 4.5 million.