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Reaching Youth in the Digital Age; Westat Hosts January 26, 2022 Webinar

January 25, 2022

On January 26, 2022, from 12:00 – 1:10 pm (ET), Westat will host a free webinar that is open to the public and sponsored by the Society for Health Communication and the U.S. Food and Drug Administration (FDA). Panelists for The Golden Age of TV Is Over: Developing Effective Youth Public Education Campaigns in the Digital Era are:

  • Gem Benoza, Director, Division of Public Health and Education, FDA Center for Tobacco Products
  • Benjamin D’Agostino, Media Strategy Director, Initiative
  • Merrybelle Guo, Health Communications Specialist, FDA Center for Tobacco Products
  • Suzanne Santiago, Executive Vice President, Director of Business Leadership, FCB New York

Michael Grela, incoming President of the Society for Health Communication, will introduce the panelists, and Dr. Liz Petrun Sayers, a social scientist in CTP’s Office of Health Communication and Education, Division of Research and Evaluation, will moderate the discussion.

Today’s youth have traded traditional media like cable television for their personally curated digital experiences where they can follow influencers for fashion tips on social media or watch concerts in their favorite video games. As a result, teens are harder to find in this fragmented and crowded media landscape. Meanwhile, growing calls for privacy regulation are leading to imminent changes for the marketing industry. What does this all mean for public education efforts targeting youth audiences?

In this webinar, health communicators and digital marketers from FDA’s CTP and their partner advertising and media agencies for The Real Cost campaign will discuss the digital landscape and youth tobacco public education programs. Join to learn how FDA and others are addressing the challenges presented by the digital media landscape, including how to use media to find teens and capture their attention long enough to deliver public education messages.


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