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Smyser said PGP selects microinfluencers based on their audience. The team seeks audiences with high rates of vaccine hesitancy based on past research. The influencers PGP works with include fashion and beauty influencers, mommy bloggers, and music creators. "They're just looking through hashtags looking for people who are posting these things and they come and they start throwing their 2 cents into your comments, saying that COVID is not real or that masks are going to cause breathing," Harrison told Business Insider. "There's a million things that they say that don't make any sense."
He originally made the video to explain how the Pfizer and Moderna vaccines worked to his grandmother, and after hearing her and his own parents share misinformation, like that the COVID-19 mRNA vaccine will inject people with the coronavirus or mutate cells.