Celebrity endorsements have been effective in recent decades to help with various natural and manmade disasters. Businesses normally use celebrities to promote brand awareness. We see celebrity ads all the time – Oprah Winfrey for Progressive, Jason Alexander promoting Jenny Craig, as well as Peyton Manning and Justin Timberlake teaming up for Sony.
Consumers like to peek into what celebrities use in their lives. Maybe it’s some sort of desire to be celebrity-like. Whatever the case may be, celebrity endorsements sell. And businesses know it. Look at celebrities walking down the red carpet and you’ll see them wearing items that are most likely comped. Retailers do this to get exposure and can then promote their products as being worn by so-and-so in their press releases. Even children of celebrities are given freebies of everything from designer clothing to diaper rash creams.
But consumers also like it when celebrities use their status to help others. Back in 1985, Michael Jackson and Lionel Richie wrote “We Are The World” and with the voices of 46 rock and pop stars raised $63 million to fight famine in Africa. We’ve seen many celebrities donate time and money to provide relief for recent natural disasters such as Hurricane Katrina, the 2005 tsunami in Asia, and the earthquake in Haiti.
The public looks up to celebrities that do good deeds, and again to be celebrity-like, the public will give to the charities that celebrities endorse. Charities have their own brand image to uphold and will look to celebs that have that “do good” reputation to help solicit donations. Popular celebs include the likes of Angelina Jolie, Sandra Bullock and George Clooney.
Think of it as charity brand value. Just like any other product, charities have to sell themselves as the one organization that is really making a difference. Humanitarian relief groups are already busily helping in Japan; take your pick – World Vision, The Salvation Army, Save the Children, etc. Money makes the world go ‘round and in the business of disaster relief, monetary donations are key. The public will give to those charities promoted by favorite celebs.
What celebrities will step up and lend their image to disaster relief? We’ll wait and see, but they should do so soon and often. With the triple disaster of earthquake, tsunami and nuclear crisis, Japan is in dire need of relief efforts. The value of the celebrity in endorsing charity brands is real and life-saving.