Doctor Mike

And then we had to like be a social media pro-vaccine parent group.

And this was when I realized like there was really just not very much out there that did that, particularly not with like a political valence, right?

Where like we wanted to pass a bill to, you know, to require these vaccines with, you know, for kindergarten in California, right?

And to eliminate the personal belief exemption to say medical exemptions are great.

You know, some people need medical exemptions.

They have contraindications.

Absolutely.

But the personal belief exemption just shouldn't be the it shouldn't be this easy to just opt your child out and leave other kids vulnerable to preventable diseases.

And so we made a Twitter account, we made a Facebook page.

And this is when I realized that it was actually very difficult to reach pro-vaccine people, even though 85% of the public was vaccinating their kids, there was no such thing as like a pro-vaccine ad targeting category.

Anytime you would type in vaccine on Facebook, the ad targeting categories that the ad targeting tool would serve you were anti-vaccine.

It would automatically would return anti-vaccine keywords.

It would return anti-vaccine, you know, it would return like vaccine controversies was a category that Facebook would proactively suggest to you if you started to type in the word vaccine, but nothing on the pro-vaccine front.

So I said, OK, well, I guess we're going to be targeting like doctors because you can target medical professionals.

So how do we grow a movement of ordinary people when we have no way to reach them?

Because the ad targeting tool is keying off of things that people are typing into their profiles.

And anti-vaccine activists are self-identifying people who are hesitant already, people who are skeptical, people who have made this their identity.

There is a movement on this platform already, but there is no there is no movement of pro-vaccine people because most people vaccinate their kids and go on about their day.

It doesn't become an identity for them.

So realizing that there is this asymmetry was kind of what got me into this.