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Combating Big Tobacco and Misinformation: Insights from Truth Initiative's Barbara Schillo at APHA 2024

JMIR Publications
JMIR Publications

The fight against tobacco continues to be a critical public health battleground. At the APHA 2024 Annual Meeting & Expo, Barbara Schillo, Chief Research Officer at Truth Initiative, provided valuable insights into this ongoing struggle. In conversation with JMIR Publications Managing Editor Shruti Kochhar, Barbara discussed the challenges, opportunities, and strategies for combating the tobacco industry's influence and rebuilding trust in public health.

Watch The Interview 


Exposing Industry Interference and Building Trust

Barbara highlighted the insidious ways the tobacco industry interferes with public health science, often by undermining research and spreading misinformation. She stressed the importance of raising awareness, particularly among young people, about these tactics and advocating for strong conflict-of-interest policies.

She also emphasized the need for public health professionals to actively engage with communities and build trust. This includes involving communities in research, framing research questions based on their needs, and using participatory research methods to ensure that research is relevant and accessible.

Digital Health and the Fight Against Misinformation

Barbara acknowledged the growing role of digital health in reaching young people and the unique challenges posed by the spread of misinformation online. She called for an interdisciplinary approach to counter misinformation and rebuild trust, stressing the importance of transparent and accessible research formats.

Making Research Accessible to All

To enhance transparency and accessibility, she encouraged researchers to:

  • Embrace alternative formats: Utilize podcasts, video shorts, and plain language summaries to make research findings more digestible for the public.
  • Engage on social media: Share research findings and engage in discussions on social media platforms.
  • Prioritize understandability: Present research in a way that is relatable and understandable to diverse audiences.

Re-energizing the Public Health Workforce

She expressed her hope that the APHA conference would re-energize public health professionals and foster collaboration in the face of ongoing challenges. She emphasized the importance of connecting with colleagues and sharing knowledge to strengthen the fight against tobacco and other public health threats.

This insightful conversation underscored the importance of continued vigilance and innovation in tobacco control research and advocacy. By exposing industry interference, embracing digital health strategies, and prioritizing community engagement and accessible communication, we can work towards a future free from the harms of tobacco.

Read Barbara Schillo’s research in the Journal of Medical Internet Research here.

Watch the full interview here.

 

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