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Humberto CruzHumberto Cruz, Director of the New York State Department of Health AIDS Institute, has served in management positions in state government and community-based organizations for almost 30 years, including 20 at the Institute, which he has headed since December 2007.

He is one of the founders and is now on the Executive Committee of the National Alliance of State and Territorial AIDS Directors (NASTAD). In 2010, he was appointed to serve on the Presidential Advisory Council on HIV/AIDS (PACHA), which provides recommendations on national and global issues to further the goals of the White House Office of National AIDS Policy (ONAP) and contribute to the National HIV/AIDS Strategy.

In New York, he has been pivotal in the development of virtually every major HIV/AIDS policy and program. He has participated in or been responsible for the development of a comprehensive continuum of care, enhanced Medicaid rates for HIV care, provider reimbursement for services to the uninsured, HIV-related managed care, programs focused on specific populations, and skills training to facilitate the participation of people with HIV/AIDS in program planning. As Director, he has presided over all education, prevention, and health care activities of the Institute, which has also recently integrated services related to hepatitis C, epidemiology, and sexually transmitted diseases.


M. Monica Sweeney M. Monica Sweeney, M.D., is Assistant Commissioner for the Bureau of HIV/AIDS Prevention and Control at the New York City Department of Health and Mental Hygiene, where she oversees the city’s programs in HIV prevention, diagnosis, treatment, and case management. She directed the expansion of the city’s Condom Campaign and the launch of the HIV testing initiatives Bronx Knows and more recently Brooklyn Knows, which have tested hundreds of thousands of residents. New York City has also been aggressive in developing social media programs to enhance the impact of its services.

Previously, Dr. Sweeney was Medical Director and then Vice President of Medical Affairs at the Bedford Stuyvesant Family Health Center in Brooklyn. She served two terms as a member of the Presidential Advisory Council on HIV/AIDS and is the author of Condom Sense: A Guide to Sexual Survival in the New Millenium.

She has received numerous awards and has had many professional leadership roles, including co-chair of the Physician Prevention Advisory Council for the New York State’s AIDS Institute. She holds an M.D. from SUNY Downstate, where she is Assistant Professor of Public Health, and an M.P.H. from the Columbia University Mailman School of Public Health. She is also an Adjunct Professor at the Sophie Davis School of Biomedical Education


William Smith, Ed.D.William Smith, Ed.D., Editor of Social Marketing Quarterly, has had a career spanning 40 years in international development, focusing on behavior change, social marketing, and community building to help organizations understand and reach the people they hope to serve. He designed, supervised, and evaluated social marketing and communication campaigns on HIV/AIDS prevention, health literacy, infant and maternal health, seat belt use, biodiversity, energy efficiency, and youth development and advocacy in more than 22 countries and throughout the U.S.

He is the Editor of Social Marketing Quarterly and is on the Editorial Board of the Journal of Health Communications: International Perspectives and Applied Environmental Education and Communication. A co-founder of the Institute for Social Marketing and, formerly, Executive Vice President of the Academy for Educational Development, he co-authored Social Marketing Behavior: A Practical Resource for Social Change Professionals and Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing. He is also the author of dozens of articles. He was a senior advisor to the Agency for International Development, the World Health Organization, and the PanAmerican Health Organization.

Dr. Smith received the Alan Andreasen Award for Excellence in Social Marketing in 2004 and was the first recipient of the Phillip Kotler Distinguished Service Award in 2010. He holds a Ed.D. in adult education and gaming theory from the University of Massachusetts and an honorary Ph.D. for leadership in social change from the University of South Florida.


Punam Keller, Ph.D.Punam Keller, Ph.D. is Charles Henry Jones Third Century Professor of Management at the Tuck School of Business, Dartmouth College. She is an expert in consumer information processing and choice behavior, with a current research focus on designing and implementing communications programs. Her work is supported by the National Cancer Institute, the Centers for Disease Control and Prevention, and the National Endowment for Financial Education.

Exploring how message tactics and individual characteristics interact and affect intentions to comply with health recommendations, her research has been pivotal in the design of the CDC's forthcoming web-based Message Development Tool to enable systematic development and validation of health messages. The tool is based on the most significant variables in predicting intentions and behavior and will incorporate social media components to allow users to share messages, gather feedback, and learn from expert users.

Dr. Keller has held her current title since 2002, joining Dartmouth as full professor in 1998. She was President of the Association for Consumer Research in 2008 and is currently on the Editorial Board of the Journal of Public Policy and Marketing and the Review Board of the Journal of Consumer Psychology. She is the author of dozens of publications and has been honored by the Marketing Science Institute.

She holds a B.A. and M.B.A. from Bombay University and a Ph.D. from Northwestern. She has taught at New York University, Columbia University, the University of North Carolina at Chapel Hill, Duke University, Stanford University, and the University of California at Los Angeles.


Jessica Faye Carter, JD, MBAJessica Faye Carter, JD, MBA, is founder and CEO of the Heta Corporation, which provides consultation to organizations and businesses on social media strategy, implementation, policy development, niche social media campaigns, and cultural and gender diversity. She has been involved with social media in various capacities since 2001. She is a member of the advisory board for Web 2.0 Expo-New York and is the founder of Open Diversity, an initiative to increase innovation, discussion, and the use of social technologies in diversity and inclusion efforts.

Ms. Carter is the author of Double Insiders: How Women of Color Can Succeed in Corporate America, a 2008 Axiom Business Book Award Gold Medal winner in the career category, and is also a recipient of a 2010 Global ATHENA Young Professional Leadership Award. She blogs at her own site and at Technicultr, is a guest writer for Mashable, and is the author of an upcoming article, The Coming Wave: Exploring Women, Innovation, and Social Technology. She speaks frequently at conferences and corporate events on topics related to social technology, women, and diverse consumers and employees.

She was previously a corporate lawyer in New York City. Ms. Carter holds a J.D. and an M.B.A. from Duke University, where she was Editor of the Duke Journal of Gender Law and Policy, and has a BA in economics from Spelman College.


Miguel GomezMiguel Gomez is the Director of, Office of HIV/AIDS Policy, U.S. Department of Health and Human Services., a portal to all federal domestic HIV/AIDS information, has developed extensive new media resources and practical guidance for their use in relation to HIV/AIDS. The site itself uses a variety of new media channels and supports the use of new and social media tools by federal and community partners to improve domestic HIV programs. Mr. Gomez introduced video podcasting as a regular feature on and is the Editor of a blog to report news and showcase the use of new media.

He has been working on HIV/AIDS issues since 1984 as an advocate at the Gay Rights National Lobby, which provided services and support to some of the first AIDS organizations in the nation. He has since held positions with national AIDS organizations and the Federal government. He is the Office of the Secretary's senior representative to the U.S. Department of Health and Human Services Web Council.