Can celebrity approval improve the outcomes of a social marketing campaign?
Posted by TeamPC on 1 Jun 2017
For a long time, there has been a social stigma associated with mental health issues. Often swept under the carpet, it’s one of those topics that most people don’t like to discuss openly. That’s why it was a breath of fresh air when the young Royals launched the ‘Heads Together’, mental health charity.
“Unresolved mental health problems lie at the heart of some of our greatest social challenges”
While Heads Together would have probably done well without Royal backing, the approval of Harry, William and Kate has done much to break down social barriers and remove the misconceptions that people have about those suffering with mental health issues.
Royal endorsement of the charity and Prince Harry’s personal association with mental health, have greatly helped the campaign to gain momentum. The media generally has given Heads Together extensive press coverage since its official launch over a year ago, to the point where mental health is no longer a taboo subject.
It seems clear then that celebrity endorsement, and it doesn’t need to be Royal, can really help to elevate some serious social issues.
Evidence of this is that everyone now knows about Heads Together and is more openly talking about mental health.
What exactly is a celebrity?
But what happens if your social marketing campaign doesn’t have Royal backing? There are many role models within society that people look up to. Think about the influence a respected premier league footballer can exert, by going into a school to deliver a presentation about the dangers of legal highs. Or the benefits of a motivational talk given by a respected business entrepreneur designed to inspire healthy ambition in young people.
Using role models to drive positive social improvements
Professional people too like fire fighters, air and sea rescue specialists, police officers, nurses and doctors can be invaluable in helping to deliver some really powerful messages, influencing people’s behaviours, attitude and approach to life.
Heads Together is just one example of how well conceived and delivered social marketing campaigns can make a huge difference to people’s lives - and to society generally.
Improving our world, changing lives
Does celebrity endorsement improve the outcomes of a social marketing campaign? The answer is yes, but with consideration.
Who are we? We’re Perfect Circle - an award-winning social marketing agency (in Manchester and London) delivering positive behavioural change across the UK.
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