Social Marketing
Projects
Neuromarketing
What do all the major movies and commercials shown on TV during big sporting events have in common? Besides all the money that gets spent in making them, they are tested using “neuro-marketing methods.
Return to Healthcare Study
Looks at what message strategy will encourage those who are at risk for COVID-19 complications due to underlying chronic illnesses (e.g., diabetes, heart disease, asthma, etc.), and demographic disparities, to reinstate routine medical care or seek new treatment in healthcare facilities. Using neuromarketing, we test emotional responses to COVID-19 prevention messages around mask wearing, handwashing and social distancing in health facilities to recommend language, framing, spokesperson, and image strategies that will best motivate use of healthcare services for at-risk populations.
Florida Department of Health Smoking Study
Sponsored by the Florida Department of Health (FDOH) Bureau of Tobacco Free Florida (TFF) to develop and test a new approach to assess public perceptions of smoking messages. Our primary goal was to assess the added value of facial expression analysis (FEA) in the pretesting or evaluation of anti-smoking public service announcements (PSA) using neuromarketing techniques.
National COVID-19 Resiliency Network (NCRN)
In collaboration with Morehouse School of Medicine, this project seeks to sharpen the understanding and focus of culturally appropriate messages for diverse audiences using the Community Based Prevention Marketing (CBPM), planning framework. The framework is innovative in its reliance on working collaboratively with the community and having them drive the process of information collection (research), development of messaging (marketing), dissemination and evaluation.
USF Center for Urban Transportation Research (CUTR)
USF Center for Urban Transportation Research (CUTR) Commuter Assistance Program – Florida Department of Transportation funded project to evaluate existing commuter assistance program marketing materials (brochure, pamphlet, poster, website, app) based on aesthetics and intention to change using neuromarketing techniques. The goal is to understand commuters’ subconscious engagement and responses to the materials, which the CAPs can use to create stronger connections with commuters and employers.
USF CUTR State Safety Office Vital Few Safety Campaign
Florida Department of Transportation (FDOT) funded project to assist with Target Zero campaign efforts, a statewide traffic safety campaign aiming to eliminate fatalities and reduce serious injuries on all public roads. The main goal is to develop a communication or community-based initiative that changes behavior to create safer roads within the state of Florida, so we see fewer fatalities and serious injuries.
Decrease lead exposure through the use of social marketing
USF College of Public Health and College of Engineering partnership to decrease lead exposure through the use of social marketing. Using social marketing to move the needle on increasing awareness and uptake of lead-free parts for pitcher-pumps in Madagascar. Goal to improve household potable water by assessing current practices and identifying motivations and barriers to changing lead components in pitcher-pumps.
Protect Your Assets
The Florida Prevention Research Center, in partnership with the Florida Alliance for Healthcare Value, has put together a guide with materials to assist in the implementation of colorectal cancer screening education and awareness in the workplace. Although this is tailored for employers all of the resources are multidimensional and emphasize the importance of screening as a means of preventing colorectal cancer.