Matt Hancock 's place in tonight's I'm a Celebrity...Get Me Out of Here! 2022 final is seemingly thanks to a relentless online campaign.
The controversial MP's PR team have been targeting young people on social media platform TikTok over recent weeks, in a shameless bid to keep the former Health Secretary Down Under for as long as possible.
Mr Hancock's stint in the jungle has been slammed by millions across the country due to multiple reasons, including; the fact he is still a sitting MP (receiving £84,144 annually), his behaviour in government, his handling of the Covid-19 pandemic and questions surrounding contracts issued to private companies during Mr Hancock's time as Health Secretary.
Despite politicians famously normally neglecting the youth vote, instead often preferring to target an older demographic more likely to head to the polling station, Mr Hancock's team broke tradition when he entered the jungle earlier this month.
Over recent days, Mr Hancock's verified TikTok account has been filled with pleas to vote for the MP to stay in the jungle, alongside step-by-step instructions explaining just how fans of the MP can do so.
Despite Mr Hancock's bio on the platform reading "MP for West Suffolk", the politician's page resembles a reality TV star's, as his PR team push for the dad-of-three to be crowned King of the Jungle later this evening.
According to The Guardian : "Since 8 November, Hancock’s PR team has posted 24 videos of him on the app, all linked to his appearance in the jungle. He now has more than 77,000 followers and at least 511,800 likes across his official TikTok account, while videos of him overall have been watched 400 million times, according to TikTok’s internal data."
"I think TikTok has been quite important to him. I think [users] see him as some sort of anomaly, something that is winding up the older generation, so why don’t we just play mischief?" Mark Borkowski, a PR guru, explained to the publication when discussing Mr Hancock's strategy.
He added: "The people instructing him back in Blighty have done a very good job with TikTok. A lot of it is instructing the audience what to do, to use the app, how to vote for Matt. And that bit has been clever."
In videos shared by "Team Matt", Mr Hancock's team encourage followers to "download the I’m a Celebrity... app and vote five times," in addition to reminding fans they can also call the voting number to back the politician on the reality TV show.
Due to Mr Hancock's claim he entered to jungle to raise awareness of dyslexia, many had expected the MP's social media pages to include some links to dyslexia charities - or mention the campaign he alleges he wants to promote - during his time in the jungle.
But based on Mr Hancock's team's output on TikTok over recent days, it appears their main priority is to promote the politician and keep him in the jungle for as long as possible.
As of April 2022, it was found that 24% of TikTok's global audience were women between the ages of 18 and 24 years - a considerably younger demographic compared to the age groups rival social media sites Twitter, Facebook and Instagram mainly attract.
The Guardian notes how Mr Hancock's team's TikTok campaign is not in breach of any of ITV's rules, due to the fact the channel's website clearly states viewers can vote up to five times each via the app.
Since ditching his constituents in West Suffolk in favour of a few weeks Down Under, Mr Hancock's holiday in Australia has angered many across the country - with Covid-19 Bereaved Families for Justice launching a campaign to block the sitting MP joining this year's I'm A Celebrity line-up.
In the petition launched by Covid-19 Bereaved Families for Justice UK, it was argued Mr Hancock's reality TV cameo would cause "real pain and anguish to those of us who lost loved ones to Covid-19".
Last year, former Downing Street chief adviser Dominic Cummings alleged, "tens of thousands of people died who didn't need to die" during the early days of the COVID-19 pandemic due to what he claimed to be "criminal, disgraceful behaviour" within Downing Street under the supervision of Mr Hancock.
Before heading into camp alongside comedian Seann Walsh earlier this month, Mr Hancock claimed his reason for camping in the Australian jungle alongside soap stars and musicians was all down to his desire to connect with the British public and raise awareness of dyslexia.
But it's since been reported that Mr Hancock was "unable to fulfil his prior commitment" to speak at a dyslexia charity's 50th anniversary last week due to opting to appear on the reality TV show for a rumoured fee of £400,000.
The Mirror has contacted Mr Hancock's reps for comment.
In responce, a spokesperson for Mr Hancock said: "The second reading of Matt's Dyslexia Screening and Teacher Training Bill is on Friday - just days after I'm A Celebrity... finishes.
"By going on the show, Matt has raised the profile of his dyslexia campaign and used the platform to get the nation talking about an issue he really cares about in front of millions of people. Matt is determined that no child should leave primary school not knowing if they have dyslexia.
"Matt will be making a donation to St Nicholas Hospice in Suffolk and causes supporting dyslexia - including the British Dyslexia Association, off the back of his appearance."
