PhD research student
Qualifications: Bachelor’s Degree in Physics, Master’s Degree in Earth Sciences
Thesis title: Influencing behaviour by combining visual science communication and community-based social marketing approaches to preserve soils that recharge Mexico City aquifers
PhD start date: February 2025
Supervisors: Dr Wiebke Finkler and Professor Kirsten Robertson
Email ilce.laramontiel@postgrad.otago.ac.nz
Research summary
This research proposal addresses the degradation of conservation land in Mexico City, which threatens critical ecological functions such as aquifer recharge, water purification, air quality, and climate regulation. The study aims to design and evaluate a science communication visual product, such as an infographic, poster, video, or immersive multisensorial 360° VR experience, that effectively engages the public and inspires behavioural change toward soil conservation. Grounded in the principles of community-based social marketing (CBSM), the project follows a pragmatic, evidence-based approach that identifies key behaviours, audiences, barriers, and motivators to tailor strategies that drive lasting environmental action. Unlike traditional awareness campaigns that rely on general messaging and often produce feelings of guilt, this approach emphasises targeted, empowering communication that connects people emotionally and cognitively to the issue. By merging visual storytelling with social marketing techniques, the project seeks not only to raise awareness, but also to promote meaningful public engagement and contribute to the long-term sustainability of water resources and urban resilience in Mexico City.
Research Interests
- Community-Based Social Marketing
- Marketing for Positive Change
- Science Communication
- Visual Communication
- Visual Story Telling
- Water and Soil Conservation Campaigns
- Indigenous Environmental Knowledge