Dr. Evans has a passion to build the evidence base on digital media interventions to improve public health and bring about beneficial health behavior change. His current project is significant in that there is very little current understanding about how best to target, deliver, and optimize digital media campaigns with the proper dosage to change health behaviors. This study will establish benchmark methods and evidence in this area within tobacco control. He first became interested in this field in the early 2000s, when he began using web-based platforms to conduct controlled, laboratory-type health communication interventions and later realized the potential of social media to dramatically expand the scope and reach of such research.