When you have a message to deliver, you deliver it in the most effective way possible.
That seems to be the takeaway from this story, in which The Detroit News looks at a strange-bedfellows ad campaign to promote Covid-19 vaccinations to the vaccine-hesitant, which included testimony from none other than Donald Trump.
The funder of the campaign? The health department of Gov. Gretchen Whitmer.
The Small Business Association of Michigan, which was chosen to lead the $6 million effort, developed the strategy after obtaining survey data that showed unvaccinated residents trusted the former president more than public health officials and epidemiologists from the Centers for Disease Control and Prevention, according to the report.
... Public polling has revealed hesitancy and opposition toward the vaccine among GOP voters. A survey commissioned by the Detroit Regional Chamber in late August and early September found about 70% of those unwilling to receive the vaccine in Michigan identified as Republicans.
So mailers were sent to Republican households, with photos of -- as he refers to himself these days -- "Donald J. Trump, 45th President of the United States of America," and quotes him saying:
"We have our freedoms and we have to live by that and I agree with that also. But it is a great vaccine. It is a safe vaccine and it is something that works."
Other admired conservatives were featured in the campaign as well, including Fox News personality Sean Hannity, Florida Gov. Ron DeSantis and Alabama Gov. Kay Ivey.
The mailers weren't necessarily effective, the News reports:
In a summary of the results, the organization said, "Conservative political messaging appears to have lost ground as some politicians have backtracked and others have gone quiet, contrasting with an earlier push among conservative voices for vaccinations in the summer."
Well, we tried.