Colorado is paying more than 120 influencers on Instagram, TikTok and other social media platforms up to $1,000 a month to tell people to get vaccinated against COVID-19, Axios has learned.
Why it matters: The influencers are a key part of the state's strategy to encourage hesitant populations to get the vaccine, such as people of color, rural residents, faith communities and young adults.
Details: The Polis administration hired Denver-based Idea Marketing to manage the vaccine information campaign. An $8.8 million contract with the firm runs through Sept. 30, according to documents obtained by Axios in a series of requests dating back to May.
The campaign advertising (some of which features Gov. Jared Polis) on TV and websites is more visible, but the paid influencers are a lesser-known element.
What they're saying: Colorado vaccine campaign manager Tara Trujillo told reporters Wednesday that "peer-to-peer communication is an important way to reach Coloradans."