A growing number of cities and states are paying local social media influencers, particularly those in communities of color, to try to reach the most vaccine-hesitant at a neighborhood level.
Whether the social media push will move the needle with America’s unvaccinated remains to be seen.
Abena Antwiwaa, a 29-year-old fashion blogger in Aurora, wrote about her nerve-wracking decision to get vaccinated on Instagram. Born with sickle cell anemia, Antwiwaa needs monthly blood transfusions. She worried about her low immunity and potential side effects. Rob Perry, Xomad’s CEO and founder, notes that a July study by the Knight Foundation and the city of San Jose found a direct correlation between a flurry of local influencer posts on Instagram and higher daily vaccination rates.
One Oklahoma influencer is Pandora Marie, a 40-year-old street dancer and artist of Chicana, Chickasaw and Choctaw descent who has built a 30,000-strong Instagram following. She infuses her messaging with references to Native American culture and dance.
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