His work seeks to understand how individuals, across a variety of countries and cultures, process risk information, and how societal norms affect human behaviour. His current work focuses on developing, implementing, and evaluating HIV prevention interventions through the use of mass media, mobilization of community resources, and promotion of interpersonal communication in sub-Saharan Africa. His recent work has investigated how stigma toward people living with HIV can be reduced through the media, how young girls in Africa can be empowered for educational aspiration, and how communication theory can be used for effective HIV prevention. He is currently working in Ethiopia, India, Malawi, Nepal and the United States of America.