Celebrity promotion of charities ‘is largely ineffective’ says research

Celebrity promotion of charities is ineffective at raising awareness, but can make the stars more popular with the public, new research says.

According to journal articles by three UK academics, « the ability of celebrity and advocacy to reach people is limited » and celebrities are « generally ineffective » at encouraging people to care about « distant suffering. »

The research, by Professor Dan Brockington, of The University of Manchester, Professor Spensor Henson, University of Sussex, and Dr Martin Scott, University of East Anglia, is published at time when many celebrities are campaigning for charity.

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