Jessica Willoughby

Jessica Willoughby is an Associate Professor in the Edward R. Murrow College of Communication at Washington State University and a member of the Murrow Center for Media and Health Promotion Research. With over 75 peer-reviewed publications, she is recognized for her rigorous, theoretically-grounded health communication research that bridges communication, psychology, health behavior, and public health disciplines.

• Washington State University, Edward R. Murrow College of Communication
• Murrow Center for Media and Health Promotion Research
• National Academies of Science Engineering and Medicine Prevention and Control of Sexually Transmitted Infections Committee
• Leadership team, Communicating Science, Health, Environment and Risk division, AEJMC

Dr. Willoughby's research focuses on two primary tracks: (1) communication strategies to improve adolescent and young adult health, and (2) processes through which media impacts health outcomes as precursors to intervention. She takes an interdisciplinary approach with particular expertise in developing theoretically grounded risk reduction health communication interventions for adolescents and young adults. Her work spans sexual health, substance misuse prevention, physical activity, mental health, and COVID-19 interventions, often examining how digital media can positively impact health outcomes.

Her recent publications reveal a strong focus on social media's role in health communication, particularly examining fitness influencer content, cannabis messaging, and reproductive health advocacy among adolescents. Her research employs quantitative, qualitative, and mixed methods approaches to understand how media exposure influences health attitudes and behaviors.

• Washington State University Public Impact Award, Research Excellence Award (2024)
• Washington State University President's Award for Health (2024)
• AEJMC Mass Communication and Society Division Professional Freedom and Responsibility award (2022)
• Lillian Lodge Kopenhaver Outstanding Woman Junior Scholar Award (2016)
• Science Matters award from SHIFT NC
• Graduate Education Advancement Board Impact Award from UNC Chapel Hill

Dr. Willoughby has secured multiple grants and contracts to support her research. She has developed and assessed more than a dozen health communication interventions and actively collaborates with academic and community partners. Her teaching encompasses both undergraduate and graduate courses in strategic communication, health communication, and research methods, emphasizing message design, effectiveness, and mixed methods research approaches. She is particularly committed to applying research findings to benefit community health, especially for adolescent and young adult populations.