Pop culture is by definition popular – so why not use it to convert potential audiences? Popular recognizable characters can act as a hook for attracting new audiences by providing a face and voice. Universcience, for example, shares their experience of using ‘Titeuf’ to tackle the potentially awkward topic of sex. But what about the view that using brands means ‘lowering intellectual content’? Thinktank argues that the science doesn’t have to be compromised and the key is working with partners who share the same values. A brand owner, Aardman Animations, creators of Wallace and Gromit and Shaun the Sheep, will share their motivations for engaging with science communication and the value they place on knowledge sharing and opportunities for inspiring a future workforce. Additionally, Science Centre Singapore shares how they capitalized on popular recreational activities as a bridge to draw audiences into science engagement.