About the project

This project will develop and evaluate a Massive Open Online Course (MOOC) that aims to equip existing and emerging public health and health promotion professionals with the knowledge and skills to develop, disseminate and evaluate risk-behaviour prevention messages most likely to engage youth (and other audiences), and influence policy and practice. The ultimate aim of this research is to limit the uptake of e-cigarettes in the community. The primary aim is to counter the information and ‘positive’ messages promulgated by the e-cigarette and other electronic nicotine products industry and motivate action for public health practice and policy.

The objectives are to:

1. Increase public health and health promotion professionals’ knowledge of e-cigarettes (e.g., health effects, interventions, regulations) and the marketing strategies used by industry by facilitating access to data and resources.

2. Increase public health and health promotion professionals’ knowledge of, and capabilities for the creation and dissemination of values-based message frames to be used ‘online’ and in the ‘real world,’ with a focus on young audiences.

3. Increase public health and health promotion professionals’ knowledge of and capabilities for using social media as an educational and advocacy tool.

4. Provide public health and health promotion professionals with training, hands-on skills and the confidence to create engaging online content, in various formats (audio, visual, text).

5. Increase public health and health promotion professionals' social media capabilities for advocating for practice, policy and regulatory change for online promotion and marketing of e-cigarettes.

6. Facilitate continuous information dissemination and exchange through a Digital Advocacy Community of Practice.

7. Establish a methodology and an accessible intervention that are transferrable to other harmful health issues (e.g., gambling, alcohol).