RFK Jr’s Viral Videos: AI Action Figures and a New HHS Strategy

WASHINGTON — The social media feeds of Robert F. Kennedy Jr., America’s health secretary, have become increasingly…unconventional. From depicting himself as an action figure battling artificial red dye in school lunches to a digitally altered face tattoo mirroring that of boxer Mike Tyson, Kennedy’s posts, often shared through official Department of Health and Human Services channels, are raising eyebrows and prompting questions about the boundaries of political communication. The latest installment, featuring Kennedy as an action figure, has even led some observers to question whether it’s a campaign ad, a meme, or official government communication.

These posts aren’t simply quirky additions to the digital landscape; they appear to be a deliberate strategy to cultivate fervor around Kennedy and his “Make America Healthy Again” (MAHA) movement, potentially solidifying an alliance with former President Trump’s “Make America Great Again” base as the midterm elections approach. The posts consistently garner thousands of likes and shares, often amplified by other officials like Food and Drug Administration Commissioner Marty Makary and National Institutes of Health Director Jay Bhattacharya.

A Strategy of Engagement, or a Breach of Protocol?

The unusual approach stands in stark contrast to the social media strategies of previous HHS secretaries. While President Trump was known for his direct engagement on platforms like X (formerly Twitter), Kennedy’s tactics are notably provocative. Videos have shown the secretary shirtless (though wearing jeans), performing pull-ups in airports, sporting the aforementioned Tyson-inspired tattoo, and even exchanging traditional birthday cake for a steak. Liam Nahill, HHS’ Gen Z digital communications director, appears to be central to this strategy, regularly posting the videos on LinkedIn. He even starred in a video attempting to eat a donut, only to have it swatted away by Tyson, now positioned as a spokesperson for HHS’ healthy foods initiatives. One example shows Nahill indulging in a donut before Tyson intervenes.

“At HHS, we’re breaking the internet with one simple message: EAT REAL FOOD!” Nahill proclaimed in a LinkedIn post. His background as the creative director for Rep. Jim Jordan (R-Ohio) suggests a deliberate approach to shaping public perception.

Beyond Food Fights: A Broader Political Play

The focus on healthy eating and railing against ultraprocessed foods, food dyes, and high drug prices isn’t accidental. It aligns with the core tenets of the MAHA movement and aims to tap into a growing public concern about food quality and affordability. Jeffrey Tucker, president and founder of the Brownstone Institute, a MAHA-aligned organization, believes Kennedy needs to “be this leader,” capitalizing on the freedom granted by Trump’s encouragement to “go wild.”

However, the MAHA movement isn’t without its internal tensions. It has clashed with elements within the administration, particularly regarding policies related to pesticide apply, a key point of contention for MAHA leaders. A recent leadership shake-up at HHS has also raised concerns about the movement’s long-term influence. To maintain its position, MAHA must demonstrate continued political viability, especially as the midterms draw closer. Recent reporting details the backlash surrounding MAHA’s stance on glyphosate.

Navigating Ethical and Legal Boundaries

The unconventional messaging raises questions about ethical and legal boundaries. Under the Hatch Act, federal employees are restricted from engaging in partisan political activity while on duty. The use of official government social media accounts for what appears to be politically motivated content could be seen as a violation of this act. Last year, HHS faced a similar complaint after using official channels to blame Democrats for a government shutdown. Politico reported on the controversy at the time.

the administration’s embrace of AI-generated content introduces new risks. The Realfood.gov website now features a button linking to Grok, Elon Musk’s AI chatbot, for nutrition advice. However, testing by STAT revealed that Grok occasionally contradicts the government’s own dietary recommendations.

A Pattern of Unconventional Communication

Kennedy isn’t alone in employing unconventional communication tactics within the administration. Centers for Medicare and Medicaid Services Administrator Mehmet Oz has posted crime documentary-style videos alleging fraud, while Defense Secretary Pete Hegseth shares his workouts online, and Homeland Security secretary Kristi Noem starred in a multimillion-dollar ad campaign. Even President Trump has posted videos created with new video generation technology. NBC News detailed Trump’s use of AI-generated videos.

While previous presidential campaigns, like Barack Obama’s in 2012, have leveraged social media to connect with voters, Kennedy’s approach is distinct. Don Moynihan, a professor at the University of Michigan’s Ford School of Public Policy, argues that Kennedy built his movement not through grassroots organizing, but through social media engagement and alliances. However, Moynihan also cautions about the potential for AI to be used to deceive the public, citing examples of altered images and fabricated claims.

Looking Ahead: The Role of Enthusiasm and Political Viability

The success of the MAHA movement hinges on its ability to maintain political viability and demonstrate its value to the Trump administration. Cultivating enthusiasm among its base and driving broad political support will be crucial, particularly in the lead-up to the midterm elections. The unconventional messaging strategies, while controversial, may prove to be a key component of this effort. Whether this approach will ultimately translate into political gains remains to be seen, but it undoubtedly marks a new chapter in the intersection of politics, social media, and public health communication.