AuSAE - Celebrity charity work ineffective: study

Celebrity charity work ineffective: study

15 Aug 2014 9:59 AM | Louise Stokes

Sourced from: http://entertainment.msn.co.nz/article.aspx?id=8888193

Celebrity promotion of charities is ineffective at raising awareness but can make the stars more popular with the public, a British study says.
A survey of more than 2000 people found two thirds could not link any celebrity with a list of seven well-known charities and aid organisations that they worked for.

Stars did not support charities for self promotion, but this was the unintended outcome of their work, researchers concluded.

The seven organisations mentioned in the survey were Action Aid, Amnesty International, CAFOD, Christian Aid, Oxfam, Save the Children and the Red Cross.

Speaking about their study which also used focus groups, Professor Dan Brockington, of the University of Manchester, and Professor Spencer Henson, of the University of Sussex, said: "Our survey found that while awareness of major NGOs (non-governmental organisations) brands was high, awareness of celebrity advocates for those brands was low.

"Instead it was plain from the focus groups that most people supported the charities that they supported because of personal connections in their lives and families which made these causes important, not because of the celebrities.

"The evidence suggests therefore that the ability of celebrity advocacy to reach people is limited and dominated in Britain by some extremely prominent telethons and the work of a few stars.

"Regardless of what celebrities may want in terms of publicity - and the interviews suggest that many would seek to maximise the attention given to their cause and not to them - it is clear that the celebrity can often do better out of this attention than their causes."

In a separate related study, also published online in the International Journal of Cultural Studies, Dr Martin Scott, of the University of East Anglia, conducted focus group observations with 108 people with nearly half asked to keep a diary on their thoughts about poorer countries.

"In the diaries only six per cent of all entries were about celebrity humanitarianism - almost all of which were about programs or advertisements in the build-up to Comic Relief," Scott said.

"Celebrities were both valued for their seemingly instrumental role in drawing attention to worthy causes but at the same time this was often accompanied by cynical statements (written in the diaries) about their motivations for involvement or about the genuineness of their emotional responses.

"There were still a relatively large number of occasions in which seemingly authentic celebrities did appear to generate a distinct sense of proximity and agency vis-a-vis distant suffering.

"However, overall the results of this research suggest that celebrities are generally ineffective in cultivating a cosmopolitan engagement with distant suffering.

"In conversations about the mediation of distant others, research participants rarely talked about instances of explicit celebrity humanitarianism."

Strengthening Trans-Tasman Connections: AuSAE and Tourism New Zealand Business Events Renew Partnership

Association professionals across Australia and New Zealand have even more reason to explore trans-Tasman opportunities. AuSAE is proud to announce the renewal of its longstanding partnership with Tourism New Zealand Business Events, celebrating 11 years of collaboration.

For over a decade, this partnership has strengthened connections between the two countries, helping associations expand networks, share knowledge, and deliver world-class events.

Toni Brearley, CAE, Chief Executive Officer at AuSAE, said:

“Our partnership with Tourism New Zealand Business Events has opened doors for association leaders to plan unforgettable events and connect with peers across the Tasman. Together, we’ve created opportunities, shared knowledge, and elevated the experiences of our members and their delegates. This partnership reinforces our commitment to fostering strong trans-Tasman collaborations, helping associations innovate, grow, and deliver outstanding value to their members.”

Helen Bambry, Business Events Manager at Tourism New Zealand, added:

“Partnering with AuSAE means we can directly support association professionals in bringing their next international business event to New Zealand – offering assistance, funding, and support to ensure exceptional experiences for both organisers and delegates.”

Watch the Tourism New Zealand Business Events video

What this partnership means for you

For Australian associations:

Receive expert guidance and support to bring conferences or member events to New Zealand.
Access funding assistance through Tourism New Zealand Business Events.
Expand your network and build partnerships with New Zealand peers and industry leaders.
Deliver international experiences for members and delegates just across the Tasman.

For New Zealand associations:

Strengthen professional connections with Australian association leaders through AuSAE’s network.
Share expertise and collaborate on professional development, governance, and member engagement initiatives, and more.
Gain visibility within the broader association community in Australia and New Zealand.
Access opportunities to host international association events and delegates in New Zealand, boosting local engagement and knowledge exchange.

About AuSAE:

The home for association professionals, the Australasian Society of Association Executives (AuSAE) is the leading - and only not-for-profit, member-based - organisation supporting association professionals in Australia and New Zealand. For 70 years, AuSAE has been a trusted partner for those working in associations, providing professional development, support, and networking to help association leaders achieve organisational goals, advance their careers, and strengthen the wider sector.

About Tourism New Zealand Business Events:

Tourism New Zealand Business Events provides expert guidance, funding, and support to attract conferences, incentives and corporate events to New Zealand.

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For more information about AuSAE, please contact Toni Brearley, CAE:
Toni Brearley, CAE
Chief Executive Officer, AuSAE
E: toni@ausae.org.au
T: + 61 458 000 155

To apply for funding and support to host a conference in New Zealand contact Helen Bambry:
Helen Bambry
Business Events Manager, Tourism New Zealand
E: Helen.Bambry@tnz.govt.nz
T: +61 415 933 325

The Australasian Society of Association Executives

Contact us:

Email: info@ausae.org.au
Phone: 1300 764 576 (within Australia)
Phone: +61 7 3268 7955 (outside Australia)
Address: Unit 6, 26 Navigator Place, Hendra QLD 4011, Australia