Celebrity Acquisition

Celebrities are lending their names to more than just perfume and soft drinks these days. As we’ve noted before, more and more celebrities are endorsing cause-related campaigns. This weekend, celebrities will be seen supporting good causes at three different television events.

Over 50 celebrities are slated to perform, take pledges and/or introduce segments of the program for Stand Up to Cancer, a charity focused on cancer awareness and research.  Many of the participating stars (ie: Christina Applegate, Katie Couric, Ellen DeGeneres) have a personal connection to the cause. The star-studded event will be aired on ABC, CBS, NBC and E! during Friday’s prime time slot.

Friday, Fashion Rocks will kick off New York Fashion Week (aired Tuesday on CBS). Performers include Justin Timberlake, Fergie, Keith Urban, the Pussycat Dolls and Kid Rock with Denis Leary hosting. The annual charity concert will benefit the Stand Up to Cancer charity.

Finally, the two-hour variety show America United: In Support of Our Troops will air on Sunday evening. Celebrities such as Pam Anderson, Janet Jackson, Ne-Yo and Snoop Dogg will make global appearances at military bases to benefit SupportAmericaUnited.com.

The celebrities involved in these events run the gamut in personalities, age and image. While this may attract a unique audience, cause-related campaigns should be aware of the change in perception that celebrity supporters/spokespeople can cause for a NPO. The results of our Cause-Related Celebrity Survey indicate that the public often changes their perspective on a campaign due to their personal opinion of celebrity spokespeople. 

Check back soon for a summary of all of our survey results.

Tags: cancer, cause marketing, Christina Applegate, Fergie, Justin Timberlake, Pam Anderson

This entry was posted on Thursday, September 4th, 2008 at 1:10 pm and is filed under ABC, Actor, Advertisement, Beverage, CBS, Cause Marketing, Celebrity, Cosmetics, Demographic, Education, Endorsement, Entertainment, Experts, FOX, Fashion, Health, Hollywood, Internet, Marketing, Media, Model, Music, Musician, NBC, PR, Sponsorship, TV, influencer. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.