In March, the White House also orchestrated an Instagram Live chat between Dr. Fauci and Eugenio Derbez, a Mexican actor with over 16.6 million Instagram followers who had been openly doubtful of the vaccines. During their 37-minute discussion, Mr. Derbez was upfront about his concerns.
“What if I get the vaccine, but it doesn’t protect me against the new variant?” he asked. Dr. Fauci acknowledged that the vaccines might not completely shield people from variants, but said, “It’s very, very good at protecting you from getting seriously ill.”
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Mr. Flaherty said the whole point of the campaign was to be “a positive information effort.”
State and local governments have taken the same approach, though on a smaller scale and sometimes with financial incentives.
In February, Colorado awarded a contract worth up to $16.4 million to the Denver-based Idea Marketing, which includes a program to pay creators in the state $400 to $1,000 a month to promote the vaccines.
Jessica Bralish, the communications director at Colorado’s public health department, said influencers were being paid because “all too often, diverse communities are asked to reach out to their communities for free. And to be equitable, we know we must compensate people for their work.”
As part of the effort, influencers have showed off where on their arms they were injected, using emojis and selfies to punctuate the achievement. “I joined the Pfizer club,” Ashley Cummins, a fashion and style influencer in Boulder, Colo., recently announced in a smiling selfie while holding her vaccine card. She added a mask emoji and an applause emoji.
“Woohoo! This is so exciting!” one fan commented.
Posts by creators in the campaign carry a disclosure that reads “paid partnership with Colorado Dept. of Public Health and Environment.”