Sense about Science, a UK based group trying to equip the public to understand scientific and medical claims to which they are exposed, has launched a new campaign Ask for Evidence that seems well worth supporting.
The concept is simple and should make sense to most people. When someone makes a claim, you should (and have every right to) ask why you should believe that claim. Ask for evidence. Below, I have illustrated an example of this:
Me: The sky is blue.
You: What is your evidence for that?
Me: Look up.
You: Oh, cool.
Or:
Me: I can lift 1000lbs.
You: What is your evidence for that.
Me: Watch me lift this.
You: Ok.
Me: Oh, God! My back!
You: I guess you can’t lift 1000lbs. Here’s some ice.
It would, however, go against my nature, the very essence of my being, to fail to point out the irony that such a noble concept is, in part, being promoted based on the endorsement of celebrities.
Sure, these celebrities are intellectual celebrities (intellebrities, if you will, and you will, dammit), but they its still the “support this because [insert Richard Dawkins’ name here] says you should and [insert Richard Dawkins’ name here] is awesome” line. Of course, this is evidence based marketing, because that line works. Just ask Jenny McCarthy.
*Cross posted at The Paltry Sapien
The Finch and Pea 
The problem with is that some things, such a evolution lend themselves to misinformation when scientifically unsophisticated people attempt, and fail, to understand the unquestionable nature of the scientific data on the subject. Authority isn’t a great basis for accepting something, but useful when it comes to data that require sophistication beyond that of the reader or listener..
Not sure authority is a useful solution, as people are also very bad at evaluating who constitutes a competent authority.