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ENGAGING MILLENNIAL NON-SCIENTISTS IN CORAL REEF CONSERVATION THROUGH DIGITAL MEDIA STRATEGIES
EP24612
Poster Title: ENGAGING MILLENNIAL NON-SCIENTISTS IN CORAL REEF CONSERVATION THROUGH DIGITAL MEDIA STRATEGIES
Submitted on 27 Oct 2016
Author(s): Díaz-Almeyda, F. R.1, Medina-Rosas, P.2, Díaz-Almeyda, E.3
Affiliations: 1. Skandha México, Mexico, 2. Centro Universitario de la Costa, Universidad de Guadalajara, Mexico, 3.Emory University, USA, erika.diaz@emory.edu
This poster was presented at The 13th International Coral Reef Symposium (ICRS)
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Poster Information
Abstract: Skandha is a project aimed at raising climate change awareness. Our
focus is communicating science to the general public, particularly
millennials, as they are digital natives well versed in the language of
online media. In collaboration with more than 30 volunteers from
different disciplines, Skandha has run several successful campaigns in
Mexico City, including raising awareness of energy consumption, and
organizing climate change talks with undergraduates. In an online
campaign, we repurposed marketing techniques originally developed
for commercial needs, and applied them in digital communication of
climate science. With these methods, we designed a new digital
communication strategy for the Mexican Coral Reef Society (SOMAC),
using a Facebook fan page. In the first 3 months we reached more
than 1,000 organic likes. In 6 months, 80 posts were published,
reaching at least 1,300 people each, resulting in an average of 60
engagement actions per post. For each post in the fan page linked to
the SOMAC website, daily visits increased 6-fold, with 86% being new
users. The fan page audience is 91% Mexican, and 78% of the audience
belongs to the millennial generation (ages 18-34). Initial results
demonstrate that using methods developed for commercial
marketing can enhance climate science communication by
encouraging social media engagement, leading to increased traffic to
environmental organizations' web sites for further learning. Skandha is
taking novel steps toward improving climate change awareness and
preservation of Mexican coral reefs.
Summary: Using methods developed for commercial
marketing can enhance climate science communication by
encouraging social media engagement, leading to increased traffic to
environmental organizations' web sites for further learning. Skandha is
taking novel steps toward improving climate change awareness and
preservation of Mexican coral reefs.
References: -Barkley Inc. and Futurecast LLC, 2016. The Millennial Mindset: Quantifying
the Impact on Consumer Spend and Brand Preference Across Generations.
-Kotler, P., Armstrong, G., 2010. Principles of Marketing e Global Edition, thirteenthed.
Pearson Prentice Hall, New Jersey.
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