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Getty / The Atlantic To celebrate the holidays, the fitness influencer Cory Boling did mountain climbers in his apartment in a pair of camouflage swim trunks. His twin brother, Calvin, did squats while holding a kitchen stool.   The duo muscular, cheerful, constantly shirtless were two of the most eager participants in a holiday-season Instagram campaign run by the Oklahoma City County Health Department with the help of the influencer marketing agency XOMAD. Their posts were #ads, as well as invitations to stay home for Christmas, wear a mask, stop the spread, keep it tight. For the health department, this was an experiment a test of whether social-media influencers could reach Oklahoma residents with paid messages, steering them toward behaviors that benefit public health. Now the department has doubled its budget for the real campaign: the one to get Oklahoma residents vaccinated against COVID-19. It is a relatively new and promising approach to vaccination drives, but also on

Angelina jolieRob perryKate starbirdKaiser permanenteJeff niederdeppeUniversity of washingtonCornell universityPublic good projectsFitness influencer cory bolingCovid 19 vaccineOklahoma city county health departmentHoliday season instagram campaignPublic healthHelp of the influencer marketing agency xomadAnti vaccine activistsHealth department