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TRIUMF | Vancouver, BC | Canada

View Blog | Read Bio

Stepping into the Media Spotlight for Science

Paul Schaffer is the head of the Nuclear Medicine Division at TRIUMF. For the past 18 months, he and his team have been devising a method for Canada and the world to have an alternative way to produce medical isotopes. Currently, these isotopes are created on aging nuclear reactors, which are beginning to show signs of wear by needing emergency repairs. These repairs stop the flow of isotopes, affecting hundreds of thousands of people around the world. This is an inside perspective of what it means to work on the front line, and be in the media spotlight.

I’m going to start this post with the day I had the privilege of standing in front of a group of reporters along with a few of my esteemed colleagues to announce that we had, in fact, delivered on a promise we had made just over a year ago; the promise of making medical isotopes with existing hospital cyclotrons. We had set out to prove that it was possible to produce Tc-99m on a small medical cyclotron and at quantities sufficient to supply a large urban centre. The solution to Tc-99m shortages is to decentralize production. It was an example of Canadian innovation at its best – by taking a group of existing machines in existing facilities already tasked at making various other medical isotopes and extending the functionality of those facilities to produce another isotope.

Paul presenting his team's findings

The response from the press was remarkable to witness. The interest was swift, broad, and far reaching. The 24-hour news cycle had begun and with it came a deluge of requests for radio, TV, and print interviews. In the ensuing days I read a number of wonderful reports from capable reporters, often writing about a topic well outside of their background or familiarity. For that, I admire the work that they collectively pulled together in the short amount of time involved.

Something else happened, though; something I didn’t anticipate – the ensuing media blitz ended up becoming a very personal social experiment, an intense self-examination. On the way to my first-ever national television interview, I can distinctly remember reality sinking in—for most of my life, I’ve dealt with significant hearing loss. In my ever-quiet world, acutely and perpetually punctuated by tinnitus, verbal communication can be a consuming task.

It is a fact that I comprehend only 33% of the words spoken to me and that my brain fills the gaps using whatever facts it can absorb from my surroundings—expressions, moving lips, and other non-verbal cues. In that car on the way to the interview, I couldn’t help but to continuously wonder about how I would handle verbal questions on camera? What do you say on live TV when you can’t for the life of you figure out what your conversational counterpart is saying? My wingman kept reassuring me, giving background from experience and many, many reassuring comments; but deep down I had to wonder, was this the moment when the whole situation would finally come undone? My charade of being able to hear the world around me would finally end. Worse still, had the moment come to sell the team’s amazing accomplishments on national TV, with a significant number of people literally watching; and all I kept wondering was: will it fall apart simply over an unheard or misinterpreted question? Good thing most communication is non-verbal.

The interview ended up being remote, with the reporters in Ontario and a conspicuous 5 second ‘safety’ delay between what I thought I heard and what showed up on the TV monitor facing me. Five seconds was long enough for them to cut out a fleeting wardrobe malfunction, should I become a bit too passionate during my scientific descriptions, but not nearly long enough to spare a poor soul a repeat question. So, seated in a large, empty, and thankfully quiet studio it began with a single chair, bright lights, and an audio test – ‘please count to 5’ came in over the ear piece…this out of context and no non-verbal queue jolted my fear into reality. I couldn’t understand the question. Out of the corner of my eye, I could see my wingman turn a shade lighter. Worry was setting in. The in-studio producer was almost dumbstruck – this ‘expert’ couldn’t count to five.  45 seconds to ‘go’ and he repeated the question. I got it, counted to five….30 seconds….15, an ambulance was coming, getting louder, I couldn’t hear the commercial any longer…..10, the ambulance was on the street directly below. I had to look away from the TV screen, as the delay was overwhelmingly distracting. 5 seconds. The sirens were starting to recede and before you knew it, I was live.

Paul on CTV News

At first I didn’t want to watch the interview, but family, friends and colleagues from across Canada starting chiming in and eventually convinced me to watch. I felt satisfied with the results, relieved that I had heard every question, answered everything without wandering or forgetting what the question was, covering the topics I wanted to cover. However, I was definitely watching an objective projection of somebody I wasn’t familiar with. I won’t get into the details of what I saw – it’d be different for everyone, but the experience has been life altering, as has this project. That said, I’m proud of the team that has worked so well and so hard together for the past 18 months. It’s been a remarkable project on all fronts. Whether our results continue to keep their momentum and become a permanent solution to the isotope issues that plagued us for two years remains to be seen. I do know success when I see it, and this team of Canadian scientists, engineers, and medical professionals should all be immensely proud of what they have done. They are Canadian innovation at its best.

The team of TRIUMF scientists Paul collaborated with on the groundbreaking project

 

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3 Responses to “Stepping into the Media Spotlight for Science”

  1. Rick Baartman says:

    Thanks, Paul, for this moving personal anecdote. And Congratulations!

  2. Josie says:

    Well done Paul… from all angles! Thanks for sharing this.

  3. Rolf Keitel says:

    Paul, it obviously took me a while to read this, but … congratulations both on the professional success and the courage to share your personal angle.

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