Celebrity involvement in campaigns, especially for charities, can be gold dust when it comes to boosting reach and engagements. However, whilst the benefits of celebrity involvement are clear, these partnerships must be approached thoughtfully to ensure they are effective and authentic.
Here at The Ripple Effect, we’ve seen firsthand how the right celebrity endorsement can transform a campaign’s reach and success.
Our clients’ charity campaigns have seen endorsements from the likes of Bill Bailey, Kano, Paloma Faith, Will Poulter, Big Zuu, Wretch32, and many more. We’ve seen the impact it can have, not only in fundraising and policy influencing but, importantly, in media pick-up too.
Authenticity is Crucial
Audiences today are more discerning than ever, and they can tell when a celebrity is involved with a cause for the wrong reasons. The best partnerships are those where the celebrity’s personal values align with the charity’s mission. This authenticity not only strengthens the campaign but also protects both the charity and the celebrity from potential backlash.
Long-Term Partnerships vs. One-Off Campaigns
We’ve had brilliant successes with our clients working with celebrities and academic experts alike for one-off campaigns, delivering huge amounts of coverage and getting to work with people like Rachel Riley, Bill Bailey, Professor Robin Dunbar & Maisie Adams… But there’s no denying how much more effective long-term partnerships can be. When a celebrity consistently advocates for a cause over time, their involvement becomes more meaningful, showing that they are committed to making a real difference.
Diverse Voices Matter
Not all celebrity endorsements need to come from the biggest names. Sometimes, niche celebrities or influencers who resonate deeply with a particular audience can be even more impactful. Choosing a spokesperson who aligns with the specific demographic a charity is targeting can create a more personal connection and generate greater support.
How a celebrity endorsement can be a game changer – a case study
An example of the effective use of a celebrity endorsement can be found in the work we did with the New Horizon Youth Centre (NHYC) for a campaign about tackling youth homelessness.
The campaign centred around a petition calling for the introduction of a national strategy for ending youth homelessness. Launched in early January 2024, we managed to hit 6,000 signatures within the first few days. That being said, it was still lower than our target of 10,000. Utilising our trusted partners and PR nous we managed to secure the backing on social media from internationally renowned artists Paloma Faith, Kano, and Wretch 32, as well as broadcast veteran Jon Snow, and the signatures started to rocket. Through celebrity backing on social media, the campaign was able to reach an audience of over 12.5 million and accrue over 10,000 engagements. The result? The petition reached over 15,000 signatures and thus triggered a debate of the petition in Parliament – the first time youth homelessness had been debated in the Commons in 40 years.
How you can identify the right celebrities for your campaign
Someone who truly understands the world of celebrity and also how to connect charities and good causes with like minded celebs is Laura Critchley, Founder of The Famous Kind – a trusted partner of ours here at The Ripple Effect.
According to Laura, here are the things you need to consider when looking to get a celebrity endorsement for your campaign:
“Celebrity Liaison is all about relationships and maintaining them. I was lucky enough to have spent over a decade in the music industry making friends with celebs, managers and agents as a touring musician, which has definitely helped my celebrity liaison work no end. Find the right celebs to target for your cause. Make sure they have a proven interest in your charity. Start with a small ask and build on it.
Support the celeb in their own ventures post campaign and keep building that relationship. Keep your eyes peeled for new celebs in the media who show interest in your cause and be sure to make them aware of what you do, lining them up for the next campaign”.
Celebrity endorsements can be an incredibly powerful tool in charity PR campaigns, but they must be handled with care.
At The Ripple Effect, we understand the delicate balance between celebrity and cause, and we’re here to help charities and brands navigate these partnerships to create campaigns that resonate deeply and make a real difference.
With the right strategy, a celebrity endorsement can be the ripple that turns into a wave of support and awareness.
Contact us about your campaign here.
