Join this session to learn key concepts in using community-based social marketing to change behavior. As a case study, Dr. Monaghan will review a Hillsborough County Extension program called Friends of the Trees- Tampa that works to increase tree literacy among community members. This program was developed based on research aimed at uncovering barriers to planting trees and seeks to preserve and expand the tree canopy in urban Florida.
Presentation by Paul Monaghan, assistant professor in the Department of Agricultural Education and Communication with an appointment in the Center for Landscape Conservation and Ecology. He specializes in community-based social marketing and utilizes the methodology to develop research and Extension programs.Watch the recording