A new study has shown that celebrity promotion of charities is ineffective at raising awareness, but it can make the stars more popular with the public.
According to the study, celebrities are “generally ineffective” at encouraging people to care about “distant suffering” as their “ability of celebrity and advocacy to reach people is limited”.
The researchers said that the survey shows that while awareness of major NGOs brands was high, awareness of celebrity advocates for those brands was low, and added that even though celebrities did not support charities in order to promote themselves, this was the unintended outcome of their work.
At a time when several celebrities are campaigning for charity, the survey has revealed that 66 percent of people could not link any celebrity with a list of seven well-known charities and aid organizations (NGOs).
The research is published online in the International Journal of Cultural Studies.
……ANI