Hardly E=mc2, but 100 years after Albert Einstein published three seminal research papers which changed scientific thinking about the universe forever, physicists are conscious they must rebrand their shunned science to appeal to young people.
Einstein Year was launched in Britain this month at a youth-driven ceremony at London's Science Museum where a BMX stunt rider performed an "Einstein flip," said to be the first bicycle stunt to be designed by a physicist.
http://news.yahoo.com/news?tmpl=story&cid=585&u=/nm/20050113/sc_nm/life_einstein_dc&printer=1
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