The power of effective communication in the area of science and medicine has been well established in the literature and also by many practical examples by successful science communicators. However, there are few examples where organisations have undertaken a strategic and long term approach to communicating with the current youth market, who could be referred to as “Generation Y”. The Murray-Darling Basin (MDB) covers an area of over a thousand square kilometres in south-eastern Australia. Whilst sparsely populated (a little over two million people reside in the Basin) it is Australia’s food bowl and home to a wide array of unique flora and fauna. This paper provides information on how the Murray Darling Basin Commission (MDBC) has developed a strategic approach to youth education. It summarises four initiatives that the MDBC has undertaken over the last decade in promoting a message to an emerging generation of youth within the Basin.

">
 [PCST]
PCST Network

Public Communication of Science and Technology

 

Communicating with generation Y

Lawrie Kirk   Murray-Darling Basin Commission

The power of effective communication in the area of science and medicine has been well established in the literature and also by many practical examples by successful science communicators. However, there are few examples where organisations have undertaken a strategic and long term approach to communicating with the current youth market, who could be referred to as “Generation Y”. The Murray-Darling Basin (MDB) covers an area of over a thousand square kilometres in south-eastern Australia. Whilst sparsely populated (a little over two million people reside in the Basin) it is Australia’s food bowl and home to a wide array of unique flora and fauna. This paper provides information on how the Murray Darling Basin Commission (MDBC) has developed a strategic approach to youth education. It summarises four initiatives that the MDBC has undertaken over the last decade in promoting a message to an emerging generation of youth within the Basin.

[PDF 38.24 kB]Download the full paper (PDF 38.24 kB)

BACK TO TOP