The Science Media Centre is aimed at improving science writing, especially helping general assignment reporters tackle complex issues. A collective venture of concerned journalists, researchers and public supporters of science, the Centre is patterned after similar successful ventures in Britain, Australia and New Zealand. The steering committee includes Peter Calamai of the Toronto Star and Carleton University, and Jean-Marc Fleury, executive director of the World Federation of Science Journalists. Planned program elements are: a rapid-response service; media briefings on demand; training in practical matters; getting the deeper story; Journalism 101 for scientists; and photos, animations, graphics and video.