US turns to social media influencers to boost vaccine rates

Colorado is part of a growing U.S. state- and city-based movement that’s paying local social media influencers to try and reach the most vaccine-hesitant people at a neighborhood level

DENVER -- As a police sergeant in a rural town, Carlos Cornejo isn’t the prototypical social media influencer. But his Spanish-language Facebook page with 650,000 followers was exactly what Colorado leaders were looking for as they recruited residents to try to persuade the most vaccine-hesitant. Cornejo, 32, is one of dozens of influencers, ranging from busy moms and fashion bloggers to African refugee advocates and religious leaders, getting paid by the state to post vaccine information on a local level in hopes of stunting a troubling summer surge of COVID-19. Colorado's #PowertheComeback target audience is especially tailored to Latino, Black, Native American, Asian and other communities of color that historically have been underserved when it comes to health care and are the focus of agencies trying to raise vaccination rates. It’s part of a growing U.S. state- and city-based movement using local social media influencers to reach the most vaccine-hesitant at a neighborhood level. Health authorities in Chicago, Oklahoma City, San Jose, California, New Jersey and elsewhere are running similar campaigns.