The way Jessica Knurick sees it, the Make America Healthy Again movement won over Americans on social media — and so that’s where public health’s battle to win back people’s hearts and minds must be fought.

Knurick, a dietitian with a PhD, has become one of the faces of a fledgling counter-MAHA movement. She has 1.1 million Instagram followers and 335,000 followers on TikTok. She serves up snappy videos featuring news clips and charts to debunk the latest claims from US Health Secretary Robert F. Kennedy Jr. and other MAHA leaders. Her voice is playful but authoritative — making her explanations of basic scientific concepts more engaging and hopefully more likely to help people to navigate the sometimes-deranged social media wellness influencer ecosystem.

But before she began creating he

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