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Celebrity endorsement of charity campaigns called intoquestion

The value of celebrity endorsement in charitycampaigns has been called into question by new

research suggesting young people are not respondingto the tactic

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Only one in five young people said they would support a charity becausecelebrity happened to endorse it

The research from nfpSynergy also underlined how enthusiasm decreasesage. Twenty-eight per cent of 11- to 13-year-olds said that a celebrity migthem, while just 16 per cent of 23- to 25-year-olds said the same.

Celebrity endorsement remains a highly prized element of a PR campaign

cautious and picky in their loyalties.

careful thought to recruiting the right celebrity to woo their target age a gender group.

Celebrity for celebrity sake is bad. But by picking the right ambassador, wcan talk passionately and emotively about a cause, charities \(as well as

consumer brands) will still be onto a winner.

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How charities use celebrities inPR campaigns

They add momentum to the cause in a way that ordinary people usually cant.

they can use their fame to increase public awareness for the issue and make a bigger difference: Shilpa Shetty has associatedherself with several other commercial and non-profit organizations.

If celebrities are fully informed and engaged with the cause they are promoting, the message can greatly influence the processpersuading people to support the cause.

Cognitive dissonance in action:

practitioners have to be prepared to manage the image and reputation of the organization to key audiences if things do not go toplan when using a celebrity as part of a PR campaign.

For example, Naomi Campbell

When it works, it works:

Charities are getting better at matching their cause with a famous face who thinks about the issues, but also wants to help.

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Movember

If you noticed an increase in the number of unshaved men wondering arouthe street last November and wondered what was going on, Movember is yanswer. This campaign represents global long-term initiative to raiseawareness about the health problems men can face, and raise money for various charities. Every year, Movember encourages men around the worlturn their nicely shaved faces into hairy jungles for the whole November (

the name Movember).

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Charity: water

Charity: water was born just three years ago when oneguy somewhere in the USA decided to give up hisbirthday for building wells in Africa. Since then charity:water has grown into global proportions through wordof mouth, advertising on TV and in print, interestingevents and exhibitions, and social media.