He focuses on planning and evaluating social marketing campaigns dealing with natural resource management issues such as water quality, land use and environmental conservation and assessing the impact of these social marketing campaigns. He has published broadly in the areas of environmental and health communication. HIs current interests include how to empower ‘opinion leaders’ to influence behavior change in their communities. Previously, he has worked in journalism, marketing, advertising, media relations and market research. He also serves as the liaison for UW-Madison’s partnership with Earth University. The MasterCard Foundation Scholars Program