Establishing the digital and social media department of Jordan’s first 24/7 news station, Al Mamlaka TV, Lara Ayoub is committed to offering fact-based professional news content and personal impact stories to engage her audience and build a well-informed online community. Passionate about restoring professional and credible journalism in Jordan, Ayoub strives to combat unverified news through multiple online platforms and capitalizing on citizen journalists. Ayoub, in addition to her role at Al Mamlaka, co-founded SADAQA in 2011, an NGO which raises awareness on the importance of a family friendly work environment by enforcing existing labor laws on the provision of daycares to increase women economic participation in Jordan. While on fellowship, Ayoub learned best practices in social media and digital journalism so that she can not only create a set of guidelines for her digital news room, but offer quick, fact-based news content in order to keep up with the fast pace of technology. Her goal is to design online engaging programs and series which can educate and enable digital news consumers to lead a healthier, more informed lifestyle.