Frozen stories, warm reception: science storytelling with a dash of magic at M:Brane in Malmö

03/04/2025

Our head of programming and engagement, Helen Langwick, gets the audience on their feet during an inspiring conference in Sweden.

Malmö's vibrant atmosphere was the perfect setting for the 19th edition of the M:Brane conference, a dynamic event focused on smart content for savvy young audiences. 

As a keynote speaker representing the UK Antarctic Heritage Trust (UKAHT), I was excited to contribute to the discussions on engaging audiences, particularly young people. My talk, "Science storytelling with a dash of magic," aimed to capture the spirit of the conference by exploring innovative approaches to science communication within a museum and heritage setting. 

M:Brane is an international forum that focuses on engaging young audiences (Helen Langwick)

The M:Brane conference was a hub of energy, bringing together creative professionals, broadcasters, producers, and storytellers from across Europe. The central theme – how to effectively connect with audiences, especially the younger generation – is crucial in today's world. As part of the program ‘The Non-Didactic Universe,’ my keynote addressed this overall topic sharing UKAHT's experiences and some of my own engagement “magic”. 

Instead of a traditional lecture, I kicked things off with an interactive icebreaker – a Mexican wave! This served to demonstrate the importance of participation and creating a shared experience. It also helped to set the tone for a discussion on moving beyond traditional, passive forms of engagement. 

Helen gets the audience on their feet in Malmö (M:Brane)

My presentation highlighted the need to: 

• Meet audiences where they are: understand their interests and build from there
• Prioritise collaboration and connection: give audiences a voice and a sense of ownership
• Embrace surprise and the unexpected: captivate audiences with unique and memorable experiences 

I used examples from my experience at the Science Museum Group and UKAHT to illustrate these points, focusing on how we strive to make science and heritage accessible and engaging. For UKAHT, this involves using technology like VR to transport people to Antarctica and connecting stories to authentic content. 

Helen brings her magic to the stage in Malmö during her keynote address (M:Brane)

While my keynote was a key part of the experience, the M:Brane conference offered so much more. It was a fantastic opportunity to: 

• Network with producers and broadcasters: I had the chance to connect with professionals from across Europe, fostering valuable relationships and exchanging ideas. 

• Listen to innovative film pitches: The conference showcased a range of exciting projects, providing insights into the future of science storytelling through film. 

• Discover cutting-edge technology: I was impressed by the innovative technologies being used to enhance science communication and audience engagement, from interactive installations to advanced digital platforms. 
• Network effectively: The conference provided ample networking opportunities, including a delightful drinks reception and a dinner in Malmö's impressive Town Hall, where we were honoured to be joined by the Mayor. 

Beyond the conference itself, I was fortunate to have a morning to explore the beautiful city of Malmö before my flight back to the UK. I took the opportunity to wander through the city's charming streets, taking in the blend of historic architecture and contemporary public art and sculpture that seemed to be everywhere. 

I was also able to visit the impressive Malmö Castle and explore the fascinating exhibits at the Science and Maritime Museum (where I was able to crawl through a submarine). This brief glimpse into Malmö's rich culture and history added another layer to my already memorable trip. 

Helen at the Science and Maritime Museum (Helen Langwick)

The M:Brane conference was a truly inspiring event. It reinforced the importance of creative and audience-focused storytelling in science and heritage. I left Malmö with new ideas, connections, and a renewed enthusiasm for sharing the wonders of the world with diverse audiences.

Lead image: M:Brane