FEATURES
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UNDER THE
INFLUENCE
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Campaign looks to recruit social media influencers
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By Gordon Stribling
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“Canadians look for information
from a variety of sources, and
youth in particular are more likely
to engage with other influencers
beyond government, or health
professionals”
52 | VMC
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Social media influencers divide opinion. To the
sceptic, they represent everything that is wrong
with the much-maligned millennial generation.
They preen and pose in front of the camera
before posting their filtered shots to Instagram
and caption them with lofty but meaningless
hashtags like #wellpreneur.
The fact that influencers can make a decent
living out of doing seemingly very little at all
adds further fuel to their detractors’ disdain.
But to many, they represent opportunity and,
dare I say, #inspiration and for every would-
be reality TV star there are countless industry
experts who have achieved success through
tireless work and commitment to their passion.
Now, as part of a campaign to raise awareness
of the risks vaping could present to underage
teenagers and young adult non-smokers, Health
Canada is looking to recruit a contractor who,
among other duties, will be tasked with finding
social media influencers who can reach their
target demographic.
A Health Canada spokesperson said: “Canadians
look for information from a variety of sources, and
youth in particular are more likely to engage with
other influencers beyond government, or health
professionals.”
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