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Decades of chemophobia are taking a high toll on chemistry. As current surveys suggest, people are displaying an irrational desire to live in a world without chemistry, but at the same time are unable to answer trivial chemistry questions. Constant questioning of the importance of chemistry induced by chemophobia leads to a weakening of the identity of chemists and can have negative consequences on the reproduction of chemistry. The need for the support of a positive perception of the chemical profession and an offer of positive examples for self-identification is the result. Everyday communication thus becomes the background on which the determination of the identity of the chemist takes place. The new communication strategy, which we call "heroes of chemistry", aims not only to add a much-needed human touch to chemistry communications, but also to create the conditions for strengthening the identity of the chemist.

Graphic abstract The success of chemists in the fight against COVID-19 provides us with a unique opportunity for strengthening the position of chemistry in society and suppressing chemophobia which has badly affected the image and development of chemistry over several decades. By highlighting the unique merits of chemistry in controlling infections and healing diseases, we propose developing a communication strategy “Chemists as children of the Sun”. The time is ripe for chemists to take control of the story of chemistry. We believe that chemists must help the public to see chemistry in a whole new light. Only a positive perception of chemistry and the chemical profession will secure a sufficient supply of new talents, ideas, and also financial resources for the development of this unique and irreplaceable science for humanity.

The article analyzes the use of chemistry as a means of communication and imagination in the writings of the famous French writer Marcel Proust (1871−1922). The oldest work in which Proust uses chemistry is the unfinished novel Jean Santeuil from 1895−1900. The author demonstrated a remarkable knowledge of the possibilities of analytical chemistry, including spectral analysis, and drew attention to the risk of morphine addiction. In a collection of texts Pastiches et mélanges from 1919, Proust describes the period Lemoine's affair with the alleged production of artificial diamonds (unrealizable at that time), in which the name of the French chemist and Nobelist Henri Moissan (1852−1907) also appeared. However, we find the greatest representation of chemistry in his life's work, the novel À la recherche du temps perdu (In Search of Lost Time). Proust – walking in the footsteps of Johann von Goethe – literally created a great chemical novel. First, we analyze the chemical nature of the so-called Proust phenomenon based on the sensory effect of substances on memory. We identify the volatile organic compounds that are responsible for the effect in the novel. Next, we note all references to chemistry and chemists as such, including alchemy. Third, we observe how the writer masterfully used chemical phenomena and concepts as a metaphorical means to express the feelings and motives of the actions of the novel's characters. Fourth, we provide an annotated overview of chemicals that are introduced in the novel as drugs: acetylsalicylic acid, aminophenazone, atropine, barbital, caffeine, quinine, cocaine, ethanol, morphine, opium, pepsin, phenol, trional, veronal. Proust's personal experience with them is demonstrated by the remarkable details about their effects mentioned in the novel. Finally, we mention the reception of Proust's work by chemists. In addition to reading for pleasure, Proust's work can also play an important communication and inspirational role in chemistry teaching in schools, as well as in the education of the public, and thus help to manage chemophobia. At the same time, it can further strengthen the identity of chemists as an essential part of human culture.