Australia’s Federal Government has sparked controversy after it was revealed that more than $700,000 was spent on influencer marketing campaigns to promote fitness and healthy living. The initiative, part of the #girlsmakeyourmove campaign, aimed to encourage women and girls to lead active lifestyles. However, the decision to allocate such a significant sum to social media influencers has drawn widespread criticism.

According to a report by the Daily Telegraph, the Health Department paid hundreds of influencers to post fitness-related content on their Instagram accounts over an 18-month period. The campaign, which targeted young women, was intended to inspire physical activity and healthy habits. However, the selection of influencers raised eyebrows, as some had previously promoted extreme dieting or had partnerships with alcohol companies—messages that seemingly contradict the campaign’s goals.

The revelation has led to public outcry, with many questioning the government’s spending priorities and the effectiveness of the campaign. Critics argue that the funds could have been better allocated to grassroots sports programs, community health initiatives, or other public health campaigns with a more direct impact.

In response to the backlash, Federal Health Minister Greg Hunt has ordered an immediate review into the department’s use of Instagram influencers. The review will assess the selection process, the alignment of influencers with the campaign’s objectives, and the overall value for money.

This incident highlights the growing scrutiny of influencer marketing, particularly when public funds are involved. While social media campaigns can be powerful tools for reaching younger audiences, the choice of influencers and the transparency of spending remain critical to maintaining public trust.

As the review unfolds, the Australian Government faces mounting pressure to justify its investment and demonstrate that taxpayer dollars are being used effectively to promote genuine health outcomes.

— Inspired by www.thedrum.com/news/2018/07/23/australian-government-faces-backlash-spending-700000-influencer-marketing