https://thenextweb.com/syndication/2020/09/09/the-uk-government-is-paying-influencers-to-promote-the-nhs-test-and-trace-service/

Social media influencers are often seen as lazy freelancers who make a living being paid to pretend they like products. But these “celebrities’” are more than just marketing vehicles. If used properly, they can be effective agents of positive social change.

Yet the UK government has taken a bold step by working with influencers to try to stop the spread of coronavirus. It has paid several social media influencers and reality TV stars to promote the NHS test and trace service – the system used when someone tests positive for COVID-19 to work out who else might be at risk after coming in contact with them. The service relies on local public health teams contacting those that may be potentially infected to ask them to self-isolate and test for the virus. However, to date, the service is failing to deliver. This is for many reasons, one of which is the public’s reluctance to share their contact details.