The Power of Celebrities in Cause-Related Marketing

World Changing had has a wonderful article (Kingdom Come: Striking the Balance between Celebrities and Causes) yesterday about the role of celebrities in promoting causes, pointing out how celebrities have replaced others in bringing a high degree of visibility to pressing world issues.  Not only is this true, I think it might be a "good thing" given the way in which celebrities have become role models to so many people. especially youngsters.  So whether it is for truly ultruistic reasons or to "look good", having such high visible people showing concern for social, environmental, and other causes has multiple benefits for society.

 The article referenced above begins by focusing on the example of Jay-Z, who apparently approached UN Secretary General Kofi Anan and was linked to helping with the global water crisis. The UNICEF Goodwill Ambassadors program (which has been around for quite some time), Bono's Product Red, Brad Pitt with Global Green are just a few examples of celebrity - cause partnerships.  Time will tell whether these types of efforts will inspire others and remain a long-term committment.  But for the time being, our celebrities are off to a very good start.