Covid-19 advertising: 'Why should influencers not be paid as well as the back of a bus?'

Micheál Martin has said the Government might pay influencers to spread Covid-19 messaging to a younger audience. While influencers reach a large number of teens and young people, many of them might be reluctant to take on the challenge

The Government is considering alternative messaging platforms, including "maybe using more influencers". Picture: iStock

Earlier this week, An Taoiseach mentioned a possible Government campaign that would utilise influencer marketing in order to bring Covid-19 messaging to younger people. His comments have garnered a mixed reaction - not least among influencers themselves.

Speaking on Newstalk this week, Micheál Martin said the Government will be providing “different messaging for different contexts”.