Expectations for visiting Sensorium.

A key broadening participation challenge for science communication is to reach non-traditional audiences beyond those already interested in science. In this study we test a “Guerilla Science” approach that blends elements of access, by removing barriers to participation, with those of inclusion, by designing participant-centered activities, for reaching an art-interested adult audience at the FIGMENT art festival in New York City. Our results show that participants at Guerilla Science were similar to festival goers overall in their connection to and interest in science, indicating the effectiveness of the approach for engaging non-traditional audiences and those who might not self-select into science activities.