Huan Chen Receives Research Grant from the Honda USA Foundation

Huan Chen, Advertising Department chair and associate professor at the University of Florida College of Journalism and Communications, has received a $100,000 research grant from the Honda USA Foundation for a project titled “Artificial Intelligence (AI) & Human Synergy: Crafting Safe Driving PSAs for Latino and Hispanic Teens.”

Chen will collaborate with Yoon-Joo Lee, an associate professor from Washington State University, to develop and produce a culturally resonant public service announcement campaign aimed at promoting safe driving behaviors among Latino and Hispanic teenage boys aged 13 to 17.

According to Chen, “Through in-depth interviews and focus groups, we will explore their perceptions of AI-Human collaboration in the creation of ad campaigns and perceptions toward automobiles, driving, and safety. These qualitative insights will inform the design of surveys and experimental tests to evaluate various message strategies.”

She adds, “Based on the findings, the project will not only provide actionable recommendations but will also lead to the production of an evidence-based PSA campaign specifically tailored to this demographic. The campaign will be supported by community engagement events designed to reinforce the safe driving message and increase its impact.”

The Honda USA Foundation provides funding to support organizations making a difference in local communities. Grants are awarded to organizations driving sustainable change aligned with Honda Corporate Social Responsibility pillars: Education, Environment, Mobility, Traffic Safety and Community.

Category: AI at CJC News, College News
Tagged: Advertising AI Honda USA Foundation Huan Chen
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