I. Why are celebrities used to promote products and brands? (An overview of some behavioural science insights)
II. Why are we influenced by celebrities?
III. A message to the celebrities who didn’t do their homework
IV. Case Study: PFIZER ad video
V. The wall of the Infamous
[Please overlook typos or inconsistencies]
Celebrities, Celebrities, Celebrities…
Love them or hate them … you’ve got to live with them and be influenced by them whether you like it or not…
I. Why are celebrities used to promote products and brands?
As much as we’d like to think that our decisions, behaviours and even our opinions are a direct result of our conscious thinking, unfortunately they are not. Many influences act upon us at an unconscious level. Most of our actions are decided on the basis of heuristics, our feelings, the opinions of prominent people that we trust, the opinions of the group (because we don’t want to stand out)...
Here’s a list of some of the factors that influence our behaviour:
TABLE 1: MINDSPACE: Influencing Behaviour Through Public Policy (UK GOV)
Here’s another useful list- TABLE 2
II. Why are we influenced by celebrities?
We like them
We look up to them
We want to be like them and emulate them because we want to associate ourselves with them (they are hot, cool, fancy, rich, pretty, famous…)
We don’t want to disappoint them. We want them to be proud of us (just like we want our parents to)
If we see many, many, many celebrities saying the same message, we end up believing that there is a social norm about a given issue/product and we certainly like to fit in and not stand out. We are social beings. We need to belong to a group and it’s hard to be rejected by our community.
Corporations and governments know this insight about us and they use it to manipulate us into doing what they want us to do regardless of whether it is in our best interests or not. Who decides what’s in our best interest anyway? Who decides what the ‘greater good’ is? Is there such a thing as the ‘greater good’? Are the rule of the majority and utilitarian calculus not forms of tyranny?
Many celebrities participated in promoting the Covid19 vaccines.
Some did it voluntarily and out of goodwill because they believed it was the right thing to do…
Others did it because they were paid…
And others because it fits their agenda…
Regardless of their motives, at least the first two groups did it without knowing the first thing about the vaccines they were promoting.
But when you are a celebrity and you know that companies reach out to you to influence the behaviour of people, don’t you have an ethical obligation to carefully choose what you promote? Shouldn’t you do your homework first?
Many clearly failed to do so. (It would be too disturbing to think that they did their homework and yet resolved to promote these products anyway.)
III. A message to the celebrities who didn’t do their homework
I am hereby informing you so you cannot say you didn’t know (this is a lame excuse anyway):
These vaccines received Emergency Use Authorisation illegally by suppressing available treatments (e.g. unjustified attacks on Ivermectin) and with the use of fraudulent trial data for a disease that is just another cold for the largest part of the population
They are based on a brand new technology– never used before on humans for the purpose of vaccination. We don’t know what their long term side effects are, whether the mRNA is inserted into our genetic code, how long they stay active in our bodies, whether they will lead to autoimmune disease because our cells are fabricating the foreign body and attaching it to the surface of our cells (flagging our own cells as foreign) …
The Covid vaccines suppress immunity for 2 weeks following the shots
They provide waning immunity (if you believe the trials) that dips into negative immunity after 6 months
Your chances of catching covid increases with every additional booster
Natural immunity is better than the immunity provided by the vaccine
Vaccine adverse events following these vaccines are very alarming. The pharmaceutical companies knew about them.
Read this INFORMED CONSENT for all the references
PLEASE SHARE THIS SUBSTACK WITH YOUR FAVOURITE CELEBRITY SO THEY KNOW.
IV. CASE STUDY: PFIZER AD VIDEO
The goal of the Pfizer video is to increase everyone’s sense of susceptibility and heighten fear about the virus and transmission. This is then followed with a clear call to action to make plans to prevent Covid19.
First, the false premise…
“If this were the real covid19 [showing a red ball], I would be in real trouble because I have asthma.” Pink
Notice the use of “if this were the real covid 19”. This is a falsehood upon which the entire claims of the video are based. If Pfizer is sued for false information, they could claim that since covid 19 [not even the name of the virus (SARS-CoV-2)] is not a big red ball then they didn’t say anything wrong.
MESSENGER (Table 1) & TRUST (table 2)
The celebrities share personal testimonies to gain the viewers’ trust and compliance. Their fans like them and they will listen to their recommendations.
PERSONALISATION (Table 2) of the message to the viewers:
They are calling on people with different health conditions.
Jean Smart: “being over 50 or being a smoker can put you at serious risk”
Questlove: “I struggle with my weight, for us COVID is a whole different ball game”
Michael Phelps: “You need to be ready and have a plan”
ASTHMA is not a risk factor for covid-19. (Reference)
DEPRESSION- Is this due to the suppression of the immune system as a result of lockdowns, isolation and fearmongering (anxiety and stress)?
DIABETES and OBESITY are risk factors, but the best way to deal with that is to improve your lifestyle choices.
BEING OVER 50 is not a risk factor by itself. In fact, for people under 70, the median infection fatality rate (IFR) is 0.05 percent (Ioannidis, 2021).
Questlove asks: “Could that be you?”. He is PERSONALISING the message to you directly in order to make you feel part of the high-risk group.
SALIENCE (Table 1)
They are using a ball in a red menacing colour to represent the ‘scary’ virus. This is to leverage your intuitive "red for danger" heuristic. They are making the virus a tangible object to tell you that it is real. Notice the close-up shots of the red ball.
NORMS (Table 1 - the comfort of belonging to the majority)
They use the large figure of ‘200 million Americans’ to increase everyone’s sense of susceptibility.
LOSS AVERSION (INCENTIVES- Table 1)- our inclination to avoid loss or bad outcome
Pink says “If you get covid like I did on top of asthma, the last thing you want is wait and see”
Note that she never mentions whether she was severely ill when she got covid. This information was simply omitted. Not even in her Insta post. The threat is left hanging.
VISUALISATION - Technique used in teaching to explain processes
Notice that they are throwing the ball to each other while being in completely different settings to make you visualise transmission (even when you are not in the same room which is false) and amplify your fears.
A lot of work went into this one min video. It was all done to manipulate you.
V. THE WALL OF THE INFAMOUS
Many thanks to my friend Sue Walters for her feedback on this Substack and for collating the below list and many thanks to all the people who contributed to it. See TWITTER thread.
George Clooney: “I support mandatory vaccines period. I think every company should do it.”
Ryan Reynolds: “This is our shot”- source
Elmo’s Dad: “I learned that Elmo getting vaccinated is the best way to keep himself, our friends, neighbours and everyone else healthy and enjoying the things they love”
Peppa Pig - source
Jamie Lee Curtis
Stephen Colbert: “The Vax-Scene” VIDEO
F1 Drivers: VIDEO
F1-Charles Leclerc: “Take care of your close ones”
F1-George Russell: “Play your part”
F1-Lando Norris: “Protect your community, please do get the vaccine”
F1-Sebastian Vettel: “Get vaccinated, its the sensible thing to do”
F1-Max Verstappen: “Please do your bit”
F1-Pierre Gasly: “It’s a small thing”
F1-Antonio Giovinazzi: “It will make a big difference”
F1-Lewis Hamilton: “Covid has not gone away”
F1-Fernando Alonso: “We need to be in this together”
F1-Daniel Ricciardo: “I just encourage everyone to get it so we can all move forward”
F1-Mick Schumacher: “ I just encourage everyone to get it”
F1-Lance Stroll: “So we can all move forward”
F1-Esteban Ocon: “Remain cautious and protect yourselves”
F1-Carlos Sainz: “Play your part and protect the community”
F1-Yuki Tsunoda: “Keep around you safe”
F1-Sergio Perez: “If you have the opportunity to get vaccinated, please do”
F1-Valtteri Bottas: “Let’s keep ourselves safe”
F1-Jean Todt (President of the Federation Internationale de l’Automobile): “Stay safe”
F1-Stefano Domenicali: “I’ve had my vaccine, actually I did my booster. Do your bit please”
F1-Nicholas Latifi: “Protect your community”
F1-Nikita Mazepin: “take a vaccine”
Hugh Jackman: “Wolverine's healing ability can't save me from Covid. But the vaccine can. Get it” (source)
Mark Ruffalo: “Who else is willing to help?”- Source
Chris Rock: “Get vaccinated”- Source
Sofia Vergara: “not enough people are vaccinated”- Source
Jennifer Aniston: "We are extremely lucky and privileged to have access to Covid-19 vaccines in the U.S. right now. Unfortunately, that's not the case everywhere... and as we know, the health of one of us affects all of us"- Source
Dolly Parton: “Vaccine, vaccine, vaccine, vaccine. I'm begging of you, please don't hesitate," she sang. "Vaccine, vaccine, vaccine, vaccine. Because once you're dead, then that's a bit too late." Source
James Corden & Ariana Grande- VIDEO
Morgan Freeman: “If you trust me, you’ll get the vaccine” - VIDEO
Barack Obama: “It will protect you and those you love”- VIDEO
George Bush: “ In order to end this pandemic it’s important for our fellow citizens to get vaccinated”- VIDEO
Wilson Cruz: “These vaccines are 100% effective” - VIDEO
Ann Curry: “It’s not about you and it’s not about me, but protecting our people”- VIDEO
Jon Huertas: “there’s a safe vaccine out there, a safe vaccine, that will keep us from getting critically ill and reduces the spreading of the virus to the ones we love”
John Leguizamo: “I got my Covid vaccine because we have already lost too many from our black and brown communities, and the vaccines are nearly 100% effective at stopping hospitalizations and death”
Grey’s Anatomy cast members: “ Safe vaccines can get us back to doing the things we love”
CCH Pounder: “It’s been tested and proven 90% effective in keeping you safe from Covid”
Gabourey Sidibe: “They cut red type not science”
Debra Norville: “I got my vaccine because I miss my family”
Alyssa Milano: “It is safe and effective”
Big Bird: “I got the COVD-19 vaccine today”
Sean Penn: “I don’t believe that people have a right to point loaded guns in other peoples faces which is what they do when they go unvaccinated into the population”
Arnold Schwartzenegger: “Come with me if you want to live”- Source
Whoopi Goldberg: “Get the shot”
Elton John & Michael Caine: "The more people in society who get vaccinated, the more chance there is of eradicating the national Covid pandemic. "It's really important to know that the vaccines have all been through and met the necessary safety and quality standards." Source
Martha Stewart: “Help protect yourself and your loved ones”
Miss Universe - Andrea Meza- Source
John Legend: “To know that my parents are getting it, my older family members are getting it, my wife got it, my mother-in-law got it... is really relieving... It means that a lot of this devastation & destruction & separation that we've seen in the past year is almost over.”
Billie Eilish: “If I Weren’t Vaccinated, I Would Have Died” - Source
Jurgen Klopp: “"I got the vaccination because I was concerned about myself but even more so for everyone else around me”- Source
Rhythm of Life in support of Covid Vaccinations: David Walliams, Jim Broadbent, Russel Tovey, Nicola Roberts, Asa Butterfield
Anthony Anderson: “I would have to say, getting vaccinated was a walk in the park"- Source
Former Presidents and First Ladies 'It's Up To You' :60 | Ad Council and COVID Collaborative- VIDEO
Former Presidents and COVID-19 Vaccine Facts | Ad Council and COVID Collaborative- VIDEO
Holderness Family Music: It's Vaccination Day! - "For The First Time In Forever" Frozen Parody
The Late Late Show with James Corden: No Lockdowns Anymore w/ Ariana Grande & Marissa Jaret Winokur
“Vaccinate!” (Harvey Milk Day performance 5/22/2021)
Dangerous Orwellian Advice: Doctors Warn Men To Get Covid Vaccination: 'Do It For Your Penis' - Source
Unbelievable! UK Health Security Agency Launches "Santa Gets Boosted" Campaign
Canadian Propaganda Video Encourages Children To Comply With Santa's Covid-19 List - Video
Fauci Tells Children Santa Is "Good To Go" - "I Vaccinated Santa Claus Myself"
Sesame Street: Elmo Gets the COVID-19 Vaccine | PSA
Parents and Covid Vaccines - Big Bird
Pfizer Tells Kids Vax Will Make Them Superheroes, Give Them Superpowers
Be A Vaccine Hero | COVID-19 Child Vaccination Campaign
Geneseo Teen Celebrates Autism Awareness, Covid-19 Vaccination With Song
New York City Mayor Bill de Blasio promotes a new incentive to get vaccinated: Shake Shack
'Joints For Jabs' Vaccine Program Growing In Popularity
NewYork-Presbyterian Hospital Ad Seeks To Normalize Myocarditis In Children
Vax Live Concert participants:
Participant: Jennifer Lopez:
Participant: Foo Fighters & AC/DC’s Brian Johnson:
Participant: Ben Affleck & Jimmy Kimmel:
Participant: J Balvin:
Participant: Selena Gomez:
Participant: David Letterman:
Participant: Eddie Vedder:
Participant: Prince Harry:“Misinformation is not simply harming those who believe it, but those who don’t,” he said, “We must tackle each of these issues head on: vaccine hesitancy and misinformation.”
Participant: Chrissy Teigen:
Celebrities and Politicians getting the Covid19 vaccine -SOURCE
Kate Middleton: "Yesterday I received my first dose of the COVID-19 vaccine at London's Science Museum. I'm hugely grateful to everyone who is playing a part in the rollout — thank you for everything you are doing,"
Gayle King: "It is my superpower. I am vaccinated”
Julia Roberts:If you are not vaccinated and have the GOOD FORTUNE to get vaccinated- go, go, go! #weareinthistogether”
Ben Vereen:"I am so grateful for the vaccine and hope that this might also inspire people that have not been vaccinated to get one, not only for their protection but their family and friends and really for all of us"
Jessica Alba & Cash Warren: "Mom and dad are vaxxed”- Source
Trisha Yearwood: Source
Dwayne The Rock Johnson: ”Keep on keepin’ on. #vaccination”Z - Source
Mila Kunis & Ashton Kutcher: "We're vaccinated"
Kristen Bell: Source
Ellen DeGeneres: “We did it” - Source
Nick Offerman: “Folks got my #2 for myself but also for others like you for example”- Source
Kevin Richardson: Source
Kerry Washington: “For my family. For the people I love. And for all of YOU! Are you vaccinated yet? Who are you vaxxing for?” Source
Jenna Dewan: “fought back tears of gratitude” Source
Kathy Griffin: “2nd Moderna shot” Source
Justin & Sophie Trudeau: ”We owe it to ourselves, our loved ones, and our front line workers — including those who are administering these vaccines” Source
Lin-Manuel Miranda: Source
Patrick Mahomes: “To me, it was more of a personal decision with having a baby girl and knowing I was going to be around people” Source
Mindy Kaling: “Vaxx'd wax'd and ready to pay my tax" - Source
William Daniels: “Thanks to the vaccine I've been reunited with old friends AND old haunts” Source
Bret Baier: “Vaccinated & ready to go" Source
Dana Perino: “Second shot in the arm”
Andy Cohen- Source
Katie Couric: “I am so stoked that I got poked” - Source
Joe Jonas & Sophie Turner- Source
The Today Show Crew: ”I'm so thankful for the science and the scientists” - source
Mariah Carey: ”Encouraging you guys to all do this when you can” Source
Karl-Anthony Towns: Source
Eric Church: “I view [the vaccines] as a God sent miracle, You've got to get needles in arms" - Source
Hoda Kotb: “One down! One to go” - Source
Willie Geist- Source
Thomas Sadoski & Amanda Seyfried: “It's better than OK to get vaccinated because states are rapidly expanding eligibility," “We’re gonna get to the end of this together!”
Julia Louis-Dreyfus: “Fully jabbed! Fully grateful!" - source
Blake Lively: “Find you someone who looks at you like I look at the heroic nurse vaccinating me” - source
Jim Acosta: “The latest studies show the Covid-19 vaccines are highly effective. Please do your part to end this pandemic. Get your shot!"
Jim Brolin & Barbra Streisand: “Jim and I feel so much more protected after having our second vaccine shot and we hope the rest of you get protected too"
Kelsea Ballerini: “Closer to being closer"- source
Tamron Hall: “Love and gratitude to the volunteers and staff @templehealth who are tirelessly working answering questions and giving the vaccine”- source
Amy Schumer: “I feel excited and hopeful" Source
Oprah Winfrey: “I'm Grateful Beyond Description" Source
Rosario Dawson: “"You know, the science tells us that these vaccines are safe and effective at preventing COVID infection and serious illness.” Source
Arsenio Hall, Danny Trejo & Magic Johnson - Source
Buzz Aldrin: “I want to thank all the scientists, healthcare workers, and government officials who worked tirelessly to develop and distribute the Covid-19 vaccine in record time and safely, to the world.”
Sharon Stone Source
Patti Smith - source
Sister Jean Dolores Schmidt Source
Richard Petty - source
Yo-Yo Ma- source
Kim Cattrall - Source
Carole King - source
Gloria Steinem- source
Mavis Staples: “I encourage everyone to get yours as soon as you have the opportunity."- source
David Harbour: “Protect the ones you love." - source
Marc Jacobs: “"I've been Pfizer'd" - source
Donald and Melania Trump: “ go get your shot” - source
Jimmy & Rosalynn Carter- source
Amanda Kloots: “Everyone should be getting this vaccine, and anyone that gets it, we should be celebrating that one more person has got the vaccine." - source
Paul Stanley: “I got my SECOND COVID SHOT this morning! So grateful and THRILLED. PLEASE, let's ALL stay safe as possible and continue to watch out for each other.”
Bette Midler: “I'm incredibly relieved, I'm feeling like, 'Oh I can do anything,' but of course, I can't”
Cindy McCain: “She didn't want to come visit because she was in Arizona when the pandemic started and I was here ... I think she was worried, because Arizona had such huge spikes, that she was worried about getting it and bringing it” source
Jonathan Van Ness: “In NY, where I'm working the vaccine program expanded to include people w pre-existing conditions, being HIV+ is one of the conditions that allows folks to be vaccinated, so if you're HIV+ please check your states guidelines to see if you're eligible and get vaccinated against covid-19!” - source
Stephen King: “Get it done, folks. Let's kill this thing."
Tituss Burgess: “10 outta 10 would recommend." source
Isabella Rossellini: “Second dose of covid vaccine done!” - source
Christie Brinkley: “A Real Shot in the Arm!” - source
Cameran Eubanks: “Science is cool and I am grateful for it!" - source
Candice Bergen: “The second shot is the one people feel.” - source
Vera Wang: “Here we go.... getting it done. Doing my part.” - source
Ozzy Osbourne: “As soon as I got it, I felt relieved” - source
Prince Charles & Camilla, Duchess of Cornwall - source
Susan Lucci: “So excited! Easy-peasy” - source
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There is another unique and specifically helpful role of celebrities:. Much of their lives, lifestyles and lifespans are visible to all of us. So when we see a vibrant active baseball legend Hank Aaron suddenly dead within 2-3 weeks of the COVID vaccine, we can all see that something looks wrong. Then it keeps happening, including to much younger celebrities
I'm no celebrity expert, and I know less than most about celebrities, so I can't write this article, but someone should (no pressure):
2020:. The year of COVID. No celebrity deaths in the US, except for Herman Cain, who already had late stage cancer.
2021-2022. The years of the vaccine. Celebrities start dropping like flies, many deaths and many injuries. Canada's two (arguably) most famous performers, Dion and Bieber, are both seriously injured by the COVID vaccine.
Celebrities are uniquely positioned to show the rest of us the above pattern. Mark Crispin Miller writes zoomed-in detail on individual celebrities. Now someone needs to zoom out to examine their morbidity and mortality as a group.
I feel a bit sick after reading and watching all of this. That's in no way a reflection on the article which is excellent as always