Who celebrity advocates are really targeting. And it’s not you. Not as successful engaging the public, they are still successful at engaging politicians and decision-makers.

http://www.irinnews.org/report/101122/who-celebrity-advocates-are-really-targeting-and-it-s-not-you

LONDON, 13 February 2015 (IRIN) – This week was a fanfare for celebrity humanitarians: Forest Whitaker appealed for peace in South Sudan alongside UN Under-Secretary-General for Humanitarian Affairs Valerie Amos; Angelina Jolie opened an academic centre on sexual violence in conflict with British Member of Parliament William Hague; and UNICEF Goodwill Ambassador David Beckham launched an initiative for children.
In recent years, aid agencies have increasingly used celebrity advocates to raise awareness and money for their causes. There’s just one snag:
It doesn’t actually work. At least not as much or in the ways we think.
According to research by Dan Brockington, a professor at the University of Manchester, public responses to celebrity activism are surprisingly muted. His work is the first quantitative research on the subject.
“Using celebrities for broader outreach, for reaching mass publics and attracting media attention is absolutely not the silver bullet it appears to be,” he told IRIN on the sidelines of a 6-8 February conference at the University of Sussex, where he presented research recently published in the book Celebrity Advocacy and International Development.

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