Cell Yourself – Sparking Public Dialogue on Stem Cell Science
What was the challenge?
Rapid developments in stem cell science have the potential to unlock an amazing future in fertility, pregnancy care, preventative medicine and healthy ageing. Already, scientists can reprogramme any cell back to an embryonic state, and use it to create models almost identical to human embryos. While the potential is immense, the field is largely unregulated, raising complex moral and ethical questions. As stem cell technology progresses, how far should we allow it to go?
Public discourse is critical in helping to develop a regulatory framework. We were approached by Emily Jackson, Law Professor at The London School of Economics, to help engage the public in discussions about these groundbreaking technologies and their wider social implications.
What did we do?
To connect people with an abstract future we created Cell Yourself, a fictional healthcare product that imagines a world where the potential benefits of this research are realised; where people can grow eggs, sperm and replacement organs, have safe bespoke medicines, and ensure healthy pregnancies. By presenting stem cell technology through a tangible, accessible product, we aimed to bridge the gap between complex science and everyday lives.
We worked with scientists at the Francis Crick Institute to conceptualise Cell Yourself, a fictional stem cell collection kit that invites users to "cultivate" their own cells – growing tissue, organs and eggs from home. The kit includes tools like a SkinPrep roller and Cellugrab™ scrubber to collect skin cells, plus a petri dish and starter nutrients. The product, rooted in wellness trends like home testing kits, simplified the complex science and made it relatable, whilst adding questions and provocations to spark discussions.
To build the conversation we then ran a campaign involving social media influencers from medical and wellness fields, as well as those with personal experiences of infertility. They "unboxed" the Cell Yourself kits, sharing reactions and sparking discussions with their followers about the potential and ethical concerns of stem cell technology. We supplemented this activity with social assets on a Cell Yourself social account.
Alongside this, a dedicated website held a series of micro-podcasts on the latest developments in stem cell research and the ethical questions they raise, and allowed the public to engage further by sharing opinions and contributing to the conversation.
