#GreenAds
By Joe Arney
Photos by Kimberly Coffin (CritMedia, StratComm’18)
Her experience in advertising and public relations means Saima Kazmi knows the power of a good story to change minds and hearts.
Now, as she completes her doctoral studies at the 鶹Ѱ, she’s trying to understand a story with the potential to shape the future of the planet.
Kazmi (PhDStratComm’24) studies green advertising campaigns that prompt people to make choices that support sustainability and environmental well-being—effectively using the advertising playbook, which is so good at urging people to buy things, to encourage less consumption.
Specifically, her research examines why consumers tend to reject such prompts.
“People see an environmental message, and they immediately shut down,” she said. “There is always pushback when you’re asking people to change their behavior, but I really want to understand what it is about sustainability that causes those cognitive barriers to raise.”
She’s studying different messaging strategies that can overcome that resistance to change—work that will continue now that she’s accepted a role as an assistant professor at the University of Oregon for the fall.
“I’m so grateful, happy and honored to work at a place where they have so many sustainability initiatives,” Kazmi said. “They have a whole communication department working on climate science, which is exactly the type of people I want to work with to move my research forward.”
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Academic research sometimes gets a reputation for being too theoretical or esoteric to effect meaningful change. Kazmi said she knows that isn’t an option for her work, which is part of why she competed in 鶹ѰBoulder’s Three-Minute Thesis—a competition in which graduate students are challenged to describe their research to a general audience in no more than three minutes. She was one of two students from the College of Media, Communication and Information to advance to the final round of the competition, which concluded in February.
“I thought it would be a lot like my job search, where you’re giving research presentations—but I had all this jargon and messaging that was tailored for faculty and search committees,” she said. “You have to think—if my grandmother was in the audience, how would I be able to get her to understand this?”
A voracious reader and seasoned advertising expert—as a consultant, she did work for brands like Unilever and Nestle—Kazmi found a way to make her pitch a relatable story, which helped her search for jobs and defend her dissertation.
“I was talking about this whole phenomenon of water being drained from the Colorado River for agriculture, and I shaped it almost like a dystopian novel, where we knew what was happening but people ignored all the messages,” she said. “Learning how to get my point across to a general audience was so valuable to me.
“Only 1 to 2% of people get to be researchers and create knowledge. And if that knowledge is not accessible, we’re missing out on an opportunity to have an impact.”
Saima Kazmi (PhDStratComm’24)
Far-ranging research implications
Gangadharbatla described Kazmi, whom he advised, as especially hardworking and dedicated, in addition to doing interesting research that has such wide-ranging implications for different industries.
“When she takes something up, she sees it to the very end, which is admirable in and of itself,” he said. “But she’ll also do well on the tenure track because she’ll have a sustained, focused body of work with very real implications—not only to different areas, like advertising, public policy and sustainability in general, but for us all.”
Kazmi called Gangadharbatla a powerful influence on her career—particularly his love of teaching—and said faculty and peers helped smooth an academic journey that included the challenges of virtual work amid the pandemic and raising three small children while her husband worked overseas. Gangadharbatla said it was “amazing, how she cared for her family by herself while taking courses, writing a dissertation and teaching,” and joked that “my partner and I have two children, and between the two of us we’re struggling to survive.”
For Kazmi, success was about her willingness to work hard and the community of which she was a part.
“So many people in CMCI guided me on publications and helped prepare me for the job market,” she said. “And my classmates, too—they’re going through the same struggles that I did, and they’ve become friends as we all go on to such different next steps in our careers.”