Enhancing Agricultural Literacy & Engagement
Measuring Messaging to Enable Maximum Impact using a Campaign-Based Approach
Led by Drs. Shannon Norris-Parish and Theresa Murphrey, this project brings together expertise across animal science, nutrition, and agricultural communications to create an interdisciplinary research team for the purpose of enhancing agricultural literacy and engagement that can positively impact society at the local and global level by leveraging a variety of digital and print campaigns.
Campaign Methods
Uniting these perspectives, the team will design and test a transdisciplinary campaign model that blends traditional print messaging with modern digital engagement tools. The research will focus on discovering impactful strategies to diffuse science in ways that result in a positive impact on human lives and the agricultural industry.
Billboards & Print Media
Social Media & Online Learning
Youth Ambassador Program
Transdisciplinary Team
Agriculture is a broad and multifaceted field, and effective outreach requires the integration of insights from production, human health, consumer behavior, and communication science. Each discipline contributes unique knowledge and perspective, ensuring that the campaign design, implementation, and evaluation are both accurate and impactful.
Animal Science
This perspective ensures that all messaging about livestock production and animal-source food is scientifically sound, highlighting sustainability efforts and the importance of protein in human diets.
Nutrition
This perspective directly links agricultural products to human health, food choices, and consumer trust, offering audiences practical knowledge on how agriculture impacts their daily lives.
Agricultural Communications & Education
This expertise frames messaging strategies, assesses outreach effectiveness, and integrates both print and digital tools to ensure the project resonates with diverse audiences.
The goal of this initiative is to increase agricultural literacy by making farming and food production part of everyday conversations, encouraging local engagement with food systems, from farmers’ markets to agritourism. Educating people on agriculture and its impact on their lives will not only promote awareness of sustainability efforts in different regions, but also strengthen rural-urban connections, and ultimately foster a greater appreciation for agricultural communities.
