The "push" to show anti-vaxers as idiots is probably not a coordinated effort. Standard human behavior explains the wave of anti anti-vax (and anti-flat earth) memes, news stories, and social media posts already. These are both unpopular outgroups that people can make fun of with little to no social repercussion. Many people use the "bullying" (for lack of a better word) of outgroups as a way to make themselves feel superior and to fit in with the larger in-group. If someone is paying for the effort, they are wasting their money.