The Impact of Celebrity Endorsement of Charitable Campaigns on Awareness Creation

Abstract

Taking into account the growing popularity of celebrity endorsements in the not-for-profit sector, this study sought to investigate the interrelation between celebrity endorsement of charitable campaigns and public awareness, and the perception of the effectiveness of such endorsements for awareness creation. Focusing on charitable campaigns by UNICEF and UNFPA that employed celebrity endorsements, 200 students from the University of Ghana were surveyed. Findings show that using celebrities for endorsement of charitable causes or organisations is known among respondents. Also, that celebrity endorsement of charitable causes and organisations create awareness among those who hear, read or see the campaigns and that there is a positive correlation between those exposed to the campaigns and their awareness level. Thus, exposed audiences are better placed to know, understand and recollect key campaign messages. Further to this, the use of celebrities in advertisements and campaigns tend to have positive consequential effect on outcomes such that individuals are well-awakened on the campaign messages carried by the celebrities. The study further established that the number of celebrities used for a campaign has a direct and positive relationship with the number of people who get to know of it, as well as the ability to understand and recollect key campaign messages. Additionally, the study found television and social media as the best channels for the circulation of such campaigns by celebrities. Consequently, celebrity endorsement is shown to be a useful communication strategy for building issue and campaign awareness of charitable entities. This is particularly so when multiple, well-renowned celebrities are integrated into campaigns that reach audiences via social media and television.