LEARNING OBJECTIVES
In February 2023, the U.S. Food and Drug Administration (FDA) published a new resource to guide public health practitioners who are interested in integrating influencers into their public education efforts. “Influencers 101: Best Practices and Practical Approaches for Public Health Campaigns” is an introductory resource that is organized by the lifecycle of a campaign from planning to implementation and measurement.
The resource guide was developed as a collaborative effort between staff within the Center for Tobacco Product's (CTP) Office of Health Communication and Education (OHCE), Rescue Agency, and FCB New York to share lessons learned and best practices for influencer marketing campaigns. These insights are drawn from nine years of experience using influencers in the office’s tobacco prevention campaigns since 2014.
In this new, complimentary 1-hour webinar, experts from FDA CTP and Rescue Agency will share lessons from the guide to show you how to:
- Discuss how public health practitioners can work with influencers for their program goals.
- Describe key steps for managing an influencer program.
- Understand how influencer marketing fits into a larger communications plan.
PANELISTS
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Merrybelle Guo, MPH
Health Communications Specialist, U.S. Food and Drug Administration, Center for Tobacco Products
Merrybelle is a Health Communications Specialist in FDA’s Center for Tobacco Products where she leads efforts to improve understanding of digital media’s ability to promote behavior change. She has also managed multiple youth tobacco prevention campaigns, including Fresh Empire, and The Real Cost Cigarettes.
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Emily McDonald, MPH
Health Communication Specialist, U.S. Food and Drug Administration, Center for Tobacco Products
Emily McDonald is a Health Communication Specialist in the Office of Health Communication and Education at the Center for Tobacco Products at FDA. In her current role, she helps to develop and manage national tobacco prevention campaigns that translate research with at-risk teens into advertising that changes the way they think about tobacco.
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Elizabeth “Liz” Petrun Sayers, M.A., Ph.D.
Social Scientist, U.S. Food and Drug Administration, Center for Tobacco Products
Dr. Sayers is a social scientist in the Center for Tobacco Products, Office of Health Communication and Education, Division of Research and Evaluation. Her research applies core concepts from the communication discipline to understand how information, technology, and media impact outcomes spanning knowledge, attitudes, and behaviors across audiences. Dr. Sayers’ expertise areas include science (risk, health, environment), strategic, and organizational communication.
Carli Smith
Group Account Director, Rescue Agency
Carli is an accomplished marketing professional with 10+ years of experience in strategically planning and implementing multi-million dollar marketing campaigns, including organic and paid social, digital, email, live events, and influencer marketing. She has worked with FDA Center for Tobacco Products for 7 years helping to plan and execute 4 different campaigns.
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Dana Wagner, Ph.D.
Principal Research Scientist, Rescue Agency
Dana is a social psychologist with 13+ years of experience conducting social and behavioral research for public health. At Rescue, Dana provides scientific consultation across the campaign development process, including overseeing formative and evaluation research. She has conducted research with the FDA Center for Tobacco Products for the last 9 years for 5 different campaigns.
SAVE YOUR SEAT
Attendance is FREE; however, registration is required to attend and is not guaranteed. Priority is given to individuals in government and non-profit organizations. The webinar is live only; a recording will not be available after. We are not accredited to offer CEUs for attending this presentation.