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  • PHO: Engaging Young People in Tobacco Cessation Treatment: Blending Innovation, Marketing, and Science for Public Health Impact

PHO: Engaging Young People in Tobacco Cessation Treatment: Blending Innovation, Marketing, and Science for Public Health Impact

  • 11 Jun 2021
  • 1:00 PM - 2:00 PM
  • Webinar

Engaging Young People in Tobacco Cessation Treatment: Blending Innovation, Marketing, and Science for Public Health Impact

Public Health Ontario and the Clean Air Coalition BC are collaborating to host a webinar on the multidisciplinary effort underway to engage teens and young adults in tobacco and vaping cessation. 

This session will describe the development and evaluation of This is Quitting, a quit vaping program for teens and young adults that has enrolled over 320,000 people since it launched in 2019. Results from a recently published randomized clinical trial of This Is Quitting among young adults, will be presented, followed by a description of plans for a similar trial among teens. This session will also discuss major insights from the truth campaign, an anti-tobacco campaign that has run over the past 20 years, and how they are now being applied to vaping and to promote cessation. The session will also focus on evaluating the impact of this campaign in driving key markers of behavior change among young people.

Presenter(s): Dr. Amanda Graham, Nicole Dorrler and Dr. Elizabeth Hair

Amanda Graham, PhD – Chief of Innovations

Dr. Amanda Graham is Chief of Innovations at Truth Initiative where she leads a cross-functional team that develops, evaluates, and markets digital products for tobacco cessation. Under her leadership and in collaboration with partners at the Mayo Clinic, Dr. Graham led the development of the EX Program, an enterprise digital tobacco cessation platform designed for employers and health plans, and This Is Quitting, a first-of-its-kind quit vaping program for teens and young adults. For over 20 years, Dr. Graham’s NIH-funded research has focused on digital tobacco cessation interventions. She is internationally recognized as a thought leader in web and mobile quit-smoking interventions and online social networks and has been awarded over $15 million in research funding. She has published over 100 peer reviewed manuscripts and serves on National Institutes of Health study sections and numerous journal editorial boards.

Dr. Graham is Professor of Medicine (adjunct) at the Mayo Clinic College of Medicine and Science and Professor of Oncology (adjunct) at Georgetown University Medical Center/Lombardi Comprehensive Cancer Center. She earned her MS and PhD in Clinical Health Psychology from the University of Health Sciences/Chicago Medical School and completed a postdoctoral fellowship in Behavioral Medicine at Brown Medical School.

Nicole Dorrler – SVP, Marketing & Media Investment

Nicole Dorrler leads the team that produces the award-winning truth youth smoking and vaping prevention campaign, as well as the truth opioid awareness campaign. In her 10+ years at Truth Initiative, she has led numerous world-class agencies and internal staff to push the boundaries of public health and produce lifesaving creative that has helped shape a generation’s intentions surrounding tobacco. She has been a trailblazer in the use and role of mobile and online gaming to hack youth culture and reach increasingly broad audiences. She’s spent more than a decade developing and implementing creative, media, interactive, social, experiential, analytics, advocacy, data, marketing research and influencer marketing strategies for the truth campaign. Her work has also been instrumental in establishing campaign partnerships, driving brand positioning and developing benchmarks and success metrics.

Dorrler was the American Marketing Association’s 2016 Nonprofit Marketer of the Year and the recipient of the 2018 Chief Marketer Future CMO award. Under her leadership, the campaign has won more than 400 awards. She has has more than 25 years of high-level marketing experience for brands including Volkswagen of America, Choice Hotels International, Hyatt Hotels & Resorts, Redskins and Bell Atlantic Mobile, which became Verizon. She completed a Georgetown digital marketing certificate program to advance her existing expertise.

Elizabeth Hair, PhD – SVP, Schroeder Institute

Dr. Elizabeth (Beth) Hair oversees the health communication research at Truth Initiative, including the formative research of the truth campaign and the longitudinal evaluation of the campaign’s effectiveness in communicating anti-smoking messages to young adults. In addition, she conducts research on youth use of traditional and emerging tobacco products. Dr. Hair has over two decades of experience in conducting research on child and family well-being, including issues related to health and mental health, health risk behaviors, vulnerable youth and the transition to adulthood. Previously, Hair was a senior research scientist at NORC at the University of Chicago. Her work has been funded by several major U.S. foundations and federal agencies, and she has published work in leading research journals including Tobacco Control, Nicotine and Tobacco Research, Development Psychology and the Journal of Adolescent Health. Hair earned her doctorate and master’s degree from Texas A&M University.


The opinions expressed by speakers and moderators do not necessarily reflect the official policies or views of Public Health Ontario, nor does the mention of trade names, commercial practices, or organizations imply endorsement by Public Health Ontario.


Public Health Ontario is committed to complying with the Accessibility for Ontarians with Disabilities Act (AODA). If you require accommodations to participate in this event, please contact 647-260-7100 or

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