The role of social media influencers as trusted messengers in tobacco control mass media campaigns.

The article offers a perspective on the role of social media influencers as trusted messengers in tobacco control mass media campaigns. It describes campaigns by the U.S. Food and Drug Administration (FDA) to illustrate how mass media campaigns can leverage influencers to build and optimize campaign, including the Fresh Empire public education campaign, The Real Cost Smokeless Tobacco campaign and This Free Life tobacco prevention campaign.