Social Marketing - Agricultural Education and Communication - University of Florida, Institute of Food and Agricultural Sciences

Agricultural Education and Communication

Cultivating Community Change: Social Marketing to Encourage Environmental Behaviors

University of Florida to release biocontrol against Florida’s most serious invasive Brazilian peppertree
Mike Adams spends $250,000 every year to manage Brazilian peppertrees spread over the 40,000-acre ranch where his family has developed the Braford breed of cattle since 1937. Adams recounts years when the invasive tree from South America overtook natural areas on the ranch, pushing out pasture and grasslands. PUBLIC INVITED TO RELEASE EVENT But a tiny insect is about to become a game changer for his property. Scientists

Social marketing is a proven behavior-change strategy that applies traditional marketing principles to behavior change that benefits a community and its residents. This approach has been applied to natural resources preservation, energy use reduction, water conservation, and other environmental behaviors. This 8-12 hour, self-paced online certificate program was designed to provide an overview of this strategy as applied to Extension and outreach programming.