Mesfin holds a PhD in Social Sciences from the University of Leuven in Belgium. His research interests are centered in health communication. He is interested in investigating the intended and unintended effects of media and messages on health-related attitudes, beliefs and behaviors. This involves studying the effects of campaign materials designed and produced for strategic communication purposes and delivered through different media (print, broadcast and the Internet) as well as the unintended harmful and/or beneficial effects of media and messages on health-related outcomes in secular communication contexts. His studies draw on different communication and behavioral theories that advance our understanding of health-related behavior change processes. He has published his works in mainstream communication and public health journals such as Mass Communication & Society, Health Promotion International, Journal of Health Communication, PLOS ONE, Health Communication, and International Journal for Equity in Health. Mesfin is currently working under the supervision of Prof. Viswanath at the Viswanath Lab where he researches tobacco communication.