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According to the report, the House Committee on Energy and Commerce’s Subcommittee on Oversight and Investigations spent more than a year looking into the success and scientific accuracy of HHS’s $911 million “We Can Do This” campaign.
To do this, according to the report, the Fors Marsh Group utilized “a strategic mix of paid and earned media with exclusive radio partnerships, research-based messaging, and reinforced messaging from trusted influencers, celebrities, and sports figures.” Many other ads featured in the report also targeted parents by overstating the risks of COVID-19 to children while downplaying the possible side effects of COVID-19
If this were not disturbing enough, the report also brings to light the extent to which the government, through the Fors Marsh Group, utilized social listening tools, monitored Google search trends, and studied and categorized people based on their demographic characteristics, media usage, stage of life, and psychographics for the purposes of segmenting people into target audiences and hitting them with fine-tailored advertisements to influence their beliefs and behaviors.
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