Presenter(s): Kayla Thomet
Faculty Mentor(s): Dean Mundy & Hollie Smith
Poster 32
Session: Sciences
Due to the volatile state of our oceans, I am studying the effectiveness of different environmental campaigns on individual behavior towards reducing plastic waste in the ocean. Results indicate that individuals are most likely to change their behavior based on a moderately emotional advertisement which provides specific direction on how to alter behavior. Individuals appear willing to advocate for policy change to solve the overall problem. Currently, there is a shortage in research regarding the area of oceanic environmental communication. Through surveys, focus groups, and interviews, this study will address the effectiveness of current campaign strategies used to communicate environmental issues and provide suggestions for communicators to prompt sustained behavior change towards ocean conservation. The theoretical foundations of this study are the awareness-action gap, the effects of Grunig’s Theory of Publics, and the effectiveness of broad environmental campaigns. There is a profound lack of awareness regarding the health of the ocean; nearly half the survey respondents indicated that the ocean’s health is neutral, moderately healthy, or very healthy. Preliminary results from the survey indicate greater impact of emotional advertisements on prompting desire for action. Furthermore, advertisements depicting a consumer product directly harming an animal are the most effective in generating a visceral response. With the current status of the health of the ocean, it is crucial to take action as communicators and create lasting change. The environment is at a turning point; if communicators don’t act immediately, there will be no chance to reverse the damage done to the planet.