Science communication

Science communication / wetenschapscommunicatie

Why communicate about your research?

Communicating your research beyond your field is valuable, fun and rewarding – though it can be challenging at times. So why make the effort?

Most importantly, KWF’s work is funded by the public. Our donors and supporters love to see the progress their contributions help make possible. By sharing your story, you help us demonstrate the impact of cancer research and keep the public engaged. It encourages continued support, and may inspire others to get involved.

Explaining your research in clear, accessible language also makes science more inclusive and less elitist. And by sharing new insights with society, you can help shape better policies, improved guidelines, new collaborations, enhanced care, and even positive behavioural change.

Finally, science communication is personally rewarding. Translating your work into simple terms sharpens your own thinking, strengthens your message, and can raise your professional profile.

Let’s make sure your research gets the attention and impact it deserves!

What can you do?

As a researcher, you can help us explain how your research contributes to our mission. You can increase the visibility of your work in several ways:

  1. Respond to our invitations

We regularly look for researchers who can contribute to:

  • presentations at fundraising events, volunteer meetings or other gatherings
  • guided tours at research institutes
  • media appearances (radio, TV, print, online)
  • (thank-you) videos
  • campaigns

By participating, you give donors and volunteers insight into the important work they support.

  1. Keep us informed about publicity

If any of the following applies now or in the (near) future:

  • a publication in a leading journal
  • a news item or press release about your research
  • a notable (interim) result
  • a promotion of a team member
  • a media appearance (interview, radio, TV, etc.)?

Then please inform the following people:

By coordinating our communication, we can ensure maximum visibility and reach.

  1. Acknowledge KWF and use our logo

KWF is a respected and recognised name. That translates directly into donations, which in turn allow us to fund new research. You can help strengthen that recognition by acknowledging us in your communications!

  • Mention KWF Dutch Cancer Society and the project number in every communication related to your KWF project. This makes it clear that KWF (co-)funds your work. In scientific publications, do this in the Acknowledgments or Grants and Funding section – but don’t forget to include it in presentations, posters, job postings, interviews, etc.

Example wording: "This work was funded by KWF Dutch Cancer Society project grant #####"

  • Use the correct name: KWF Dutch Cancer Society (without 'the'). Please avoid “the Cancer Fund”, “the KWF”, or other variations.
  • Where possible, add our logo: “Supported by KWF”
Download logo-kit [.ZIP, 7.4Mb]

  1. Share on social media

Social media is a powerful tool to share your work with both peers and the general public. Focus on the relevance of your findings: why do they matter? For example, instead of “We studied tumor microenvironment immunomodulation,” you might say “We found a new way to help the immune system attack cancer cells.”

Tag KWF and engage with your audience

To broaden your reach, tag KWF Dutch Cancer Society in your posts:

  • Facebook: @KWFKankerbestrijding
  • Instagram: @kwfkankerbestrijding
  • X (formerly Twitter): @kwf_nl
  • LinkedIn: @KWF Kankerbestrijding
  • YouTube: @kwfkankerbestrijding

This helps us spot your content – and we may share it to our followers, amplifying your message. You can also use relevant hashtags (e.g., #cancerresearch) to join larger conversations. If people respond to your posts with comments or questions, try to reply. Engaging with your audience builds a community around your work and shows that you’re approachable.

Stay professional and positive

Social media blurs the line between personal and professional. While it’s great to show enthusiasm and personality, remember you’re also representing your research (and indirectly KWF). Keep your tone professional, respectful, and upbeat. Celebrate breakthroughs, acknowledge collaborators, and be honest about challenges without venting frustrations in public.

By actively sharing on social media, you increase the visibility of your research and help demystify cancer science for the public. It’s an opportunity to build support and even find new collaborators. KWF fully supports researchers who want to engage on these platforms – and we’re happy to amplify your successes whenever possible.

What does KWF do?

KWF actively communicates about the scientific research we fund. Our website (including the newsroom), social media, newsletters, and other platforms help us reach a broad audience of hundreds of thousands of people.

Research database

Every project we support is featured in our online research database. This includes the project information and the lay summary from your grant application. Where possible, we adapt this into a clear, accessible text at B1 reading level, in line with our style guide and web guidelines.

During the project, we’re happy to keep your page up to date with:

  • scientific publications
  • news items, interviews or other media exposure
  • (interim) results or milestones
  • a link to your project/study website (if available)
  • other relevant updates

We monitor this ourselves to some extent, but we rely on your input to keep the page accurate, up-to-date, and engaging.

In addition to the database, we regularly highlight research on the homepage, in the newsroom, or on thematic pages such as those on immunotherapy, artificial intelligence or liquid biopsies.

Media outreach

KWF knows how to navigate the media landscape. Thanks to our strong name, reputation and extensive network, we regularly succeed in bringing research results to a broad audience. KWF-funded projects often appear in newspapers, magazines, online news platforms, and radio and TV programmes.

Got a media appearance coming up? Preparation is key. Your institute’s communications team – and our press officers – can help you prepare and practice for an interview, so you can deliver your message clearly and confidently.

10 Practical Tips for Effective Science Communication

Last but not least, here are ten practical tips to help make your science communication – whether it’s an interview, presentation, or article – as clear and impactful as possible. By following these guidelines, you’ll strengthen your communication skills and bring your research to a wider audience. KWF is happy to support you by offering platforms to share your story, providing guidance and helping amplify your message.

What is the single most important point you want your audience to remember? Identify in advance the key takeaway of your story.

Try not to get sidetracked or drawn into tricky or off-topic questions. Acknowledge the question, but actively steer the conversation back to your key message. This way, you maintain control and deliver the message you need to get across.
 


Use short, active sentences. Avoid convoluted constructions, hesitant words (like “maybe,” “a bit,” or “possibly”), double negatives, and auxiliary verbs like “might” or “could.” Explain technical terms and difficult words immediately, or replace them with understandable alternatives.

If you’re writing an article for a general audience, aim for approximately a B1 language level – plain language that most people can easily understand. There are online tools for Dutch or English that can help you check the reading level of your text.

Complex concepts are often easier to understand through metaphors, analogies, concrete examples, or simple visuals. A picture or short video can make your research more relatable. Consider sharing a lab photo, an infographic, or a short clip explaining your result. Showing the human side of research (the team, the process, the patient impact) can also engage viewers emotionally.
 

Tailor your tone, language, and examples to your audience. Most people listening or reading aren’t scientists; some might be patients or survivors (so certain terms could be sensitive), while others have no personal experience with the disease. Each audience requires a different approach, emphasis, and level of language.
 

Present numbers and statistics in a way people can easily understand. Use relatable, real-life comparisons and round numbers when precision isn’t crucial. Clarify what numbers, percentages, and risks actually mean. For instance, a 100% increase in cancer risk (doubling the risk) may sound alarming, but if the baseline risk is low (e.g. 1 in 100,000), the actual impact remains minimal (2 in 100,000 is still low). Always provide context to help your audience interpret the numbers and avoid sensationalism or fear-mongering.
 

Use short, concise sentences - even in interviews. 'Soundbites' are more memorable and easier to edit or share. Extra details or long-winded explanations can distract from your core message, so stay on-topic. 
 

Stay informed about what’s happening in your field and in society. The media love to link stories to current events, so try to connect your message to the news of the day. You can’t predict every question, but a quick scan of recent developments can prepare you to handle surprises. 
 

Passion is contagious. Even if people don’t understand everything, they’ll feel your enthusiasm. This increases their engagement and willingness to support.

You don’t need to have all the answers. Admitting you don’t know something is not a weakness. Don’t make up answers that could undermine your trustworthiness or credibility.