named programs · 2 · from sources
What they call their work
Education on Rational Decision-Making
Initiatives led by the Director of Education to address cognitive biases, misinformation, and the application of social science in public understanding
Equity & Merit Commentary Series
Public intellectual commentary analyzing the intersection of science, equity, and critical theory, such as responses to controversial scientific publications and Supreme Court rulings
activities · 3 groups
What they do
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Organizational DEI Capacity Building 1 activity
- Build capacity in science communication and organizational equityTrains individuals and organizations in methods to improve health and science communication, provides consulting to advance diversity, equity, and inclusion, and offers coaching and organizational development to enhance social equity in public and private sector institutions.
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Healthcare Policy Advocacy 1 activity
- Integrate science into public policyAdvocates for the integration of scientific evidence into public policy decision-making processes, including commentary on FDA approvals, federal health budget implications, and evidence-based solutions to improve U.S. health outcomes.
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Uncategorized 2 activities
- Conduct research on health misinformation and science communicationDevelops and tests methods to improve public understanding of scientific evidence, counteract health misinformation, and enhance the health information ecosystem through peer-reviewed studies, publications, and books on science denial, vaccine hesitancy, and infodemiology.
- Deliver direct interventions in online health discussionsEngages in public online discussions about drinking water safety, vaccine safety, and reproductive health by posting questions, providing scientific information, and using motivational interviewing techniques to correct misinformation and understand public beliefs.
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financials · form 990 · fy2025
revenue
Total revenue$20K
Contributions & grants$20K100%
Program service revenue$00%
Investment income$00%
Other revenue$0
expenses
Total expenses$120K
Program expenses70%
Admin / overhead30%
Fundraising0%
Salaries & benefits$0
Grants paid out$0
Largest expense lineProfessional Fees
balance sheet
Total assets$52K
Cash$52K
Investments$0
Liabilities$0
Net assets$52K
Liquid reserves5.2 mo
6 years on record · 2020–2025 · YoY revenue -90.7%
leadership · form 990 part vii · fy2025
Who runs it
board members · 8
- Alex Leibowitz — Director
- Allen Zwickler — Director
- David Moster — VP
- Gary Gordon — Director
- Jack Gorman — President
- Jennifer Beam Dowd — Director
- Lauren Gorman — Treasurer
- Rachel Moster — Secretary
relationships · 38
Who they work with
- Alliance for Positive Change Partner — Allen Zwickler, board chair of Critica Inc, is the board chair of Alliance for Positive Change.
- American Airlines Partner — Peter DiCaprio, Critica's Director of Education, has worked with American Airlines on organizational development and training.
- Apple Inc. Partner — Peter DiCaprio, Critica's Director of Education, has worked with Apple Inc. on organizational development and training.
- Boeing Partner — Peter DiCaprio, Critica's Director of Education, has worked with Boeing on organizational development and training.
- Centers for Disease Control and Prevention Government — Discusses CDC advisory committee recommendations and guidance on RSV vaccination.
- Cornell University Partner — Employs Jeff Niederdeppe as Professor and Director of Graduate Studies in the Department of Communication and hosts his Health Communication Research Initiative.
- Dr. Jack Gorman Partner — Co-founder of Critica and co-author of Denying to the Grave
- Dr. Peter DiCaprio Partner — Director of Education at Critica and contributor to organizational commentary on equity and science
- Dr. Peter DiCaprio Partner — Education director at Critica who contributes commentaries on equity and merit.
- Dr. Sara Gorman Partner — Co-founder of Critica and co-author of Denying to the Grave
- ESPN Partner — Peter DiCaprio, Critica's Director of Education, has worked with ESPN on organizational development and training.
- Emory University Partner — Boghuma Kabisen Titanji, Critica's Chief Scientific Advisor, is an Assistant Professor of Medicine at Emory University in Atlanta.
- Fundación Robert Wood Johnson Funder — Primary funder of the research project on public attitudes about drinking water and vaccine safety.
- GSK Partner — References GSK's RSV vaccine Arexvy and clinical studies involving the vaccine.
- Harvard School of Public Health Partner — Collaborates with Dr. Durland Fish on teaching and research in global health.
- Hudson Link Partner — Gary Gordon, a board member of Critica Inc, serves on the Board of Hudson Link, which provides college education for incarcerated individuals.
- Keene State College Partner — Employs Dr. Larry Welkowitz as Professor of Psychology.
- MIT Partner — References collaboration with or use of tools developed by MIT researchers in identifying online misinformation.
- NIH/INBRE Government — Provides funding and support for Dr. Welkowitz's research on language and autism.
- Nestlé Partner — Peter DiCaprio, Critica's Director of Education, has worked with Nestlé on organizational development and training.
- New Jersey Institute of Technology Partner — References DrugTracker, a tool developed by scientists at NJIT, as an example of real-time misinformation monitoring relevant to its approach.
- New York-Presbyterian Hospital Partner — David Scales, Critica's Chief Medical Officer, is affiliated with Weill Cornell Medicine/New York-Presbyterian Hospital.
- Pfizer Partner — References Pfizer's RSV vaccine and clinical trials for use in older adults and pregnant people.
- Phil Zwickler Charitable and Memorial Foundation Trust Partner — Allen Zwickler, board chair of Critica Inc, is a trustee of the Phil Zwickler Charitable and Memorial Foundation Trust.
- Qatar Computing Research Institute Partner — References use of joint AI tools developed with MIT for detecting misinformation as part of its methodological framework.
- RWTH Aachen University Partner — Cites research from RWTH Aachen University on identifying climate misinformation on YouTube as part of its methodological foundation.
- Robert Wood Johnson Foundation Funder — Funds Critica's research project on public understanding of science and health decision-making.
- Stony Brook University Partner — Mason Youngblood, a Critica team member, is based at the Institute for Advanced Computational Science at Stony Brook University.
- The Baron De Hirsch Foundation Partner — Gary Gordon, a board member of Critica Inc, serves on the Board of The Baron De Hirsch Foundation, which supports Ethiopian-Israelis.
- U.S. Food and Drug Administration Government — References FDA approval and safety monitoring of RSV vaccines.
+ 8 more
strategies · 5
How they approach the work
Named approaches extracted from this org’s sources. Where others share an approach, follow it to see the full set of orgs running it.
- Behavioral Science–Informed Engagementmethodology: behavioral_science_informed_engagementBy designing communication strategies grounded in behavioral science, we counteract misinformation more effectively because understanding cognitive biases and emotional drivers allows us to avoid backfire effects and instead guide individuals toward evidence-based beliefs through tailored, psychologically aware approaches.
- Information Environment as a Social Determinant of Healthmethodology: information_environment_as_social_determinant_of_healthBy treating the information environment as a public health variable, we improve health outcomes because exposure to accurate, science-based information shapes health behaviors as powerfully as traditional social determinants like housing or income.
- Motivational Interviewing for Misinformationmethodology: motivational_interviewing_for_misinformationBy applying motivational interviewing techniques in online conversations, we reduce anti-vaccine sentiment and other forms of health misinformation because empathetic, non-confrontational dialogue fosters "change talk" and reduces defensive sustain talk, leading to more durable belief shifts.
- Platform-Embedded, Real-Time Conversational Engagementmethodology: platform_embedded_real_time_engagementBy intervening in real time and directly on the platforms where misinformation spreads, we correct false beliefs more effectively because timeliness and context-preserving engagement prevent entrenchment and increase the likelihood of receptivity to factual correction.
- Science-Based Policy Advocacy Through Translational Researchmethodology: science_based_policy_advocacyBy leveraging translational research and science communication, we influence health policy and protect scientific integrity because bridging evidence and policy ensures decisions reflect scientific consensus rather than ideological influence.