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Design of the Education Campaign: Creating a Motivated, Environmentally Concerned Public through Improved Scientific Literacy
Abstract
“Educating the public” is a phrase heard often between scientists when it comes to creating a motivated, environmentally concerned public. Scientists often take on the role as educator to administer environmental education through campaigns (i.e., classroom events, workshops). A successful campaign is dependent on the careful framework of planning, implementation, and evaluation. Cognitive and social development theories, including knowledge of various learning types, are important in finding target audiences. Bloom's Taxonomy assists educators in developing learning objectives by categorizing different levels of thinking. The Elaboration Likelihood Model of Persuasion uses two communication routes, central and peripheral, which are contingent to the cognitive abilities and motivation of the audience. The success of campaigns is not immediate, thus requiring different modes of evaluation. Challenges such as campaign longevity, changing population demographics, technology, and the “doom and gloom” mentality of audiences should be addressed to ensure campaign success.
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