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08th
Feb 2011

Celebrity charity endorsements questioned

Celebrities' influence has been called in to question Some interesting statistics coming from the latest edition of PR Week. Matt Cartmell reports how new research has called in to question the effect of celebrity charity endorsements on young people. In a survey of over 1,000 British people ages 11-25, only 20% said they would support a charity because a celebrity endorsed it.

Joe Saxton, founder of nfpSynergy, the company behind the survey said “This shows that despite young people doubtless being especially influenced by celebrities, they are still somewhat cautious and picky in their loyalties.”

It seems that the days of plonking a celebrity in front of a campaign are over. Commercially, we see people wanting brands to earn their loyalty and we see these results as a sign the third sector is moving in a similar direction.

Let us know your thoughts…