Harness the Commanding Presence of Celebrity

Celebrity supporters that have an affinity and passion for an organization’s mission can help gain media exposure and attention for a cause, among a host of other things.

The U.S. Fund for UNICEF has used celebrities as ambassadors for its cause for more than 50 of its 60 years.

Actor Danny Kaye was the organization’s first celebrity representative, serving as a Goodwill Ambassador from 1954 until his death in 1987. Among other things he did in support of the organization, Kaye toured UNICEF projects in Myanmar, India, Indonesia, Korea, Thailand and Japan, creating a documentary of his travels called “Assignment: Children.” The film was underwritten by Paramount Pictures and seen by more than 100 million people when it opened, with profits going to UNICEF.

“He really put UNICEF’s mission into the households of Americans and helped endear our work to many people,” says Lisa Szarkowski, managing director of public relations for the U.S. Fund for UNICEF. “He used the trust and credibility that the public had for him to share our mission.”

Many celebrities have since followed in Kaye’s footsteps as UNICEF ambassadors. Szarkowski says the organization’s connection to such well-known individuals has helped it overcome the challenge of bringing the work UNICEF does in other countries to Americans’ back yards.

“The kids that we serve are thousands of miles away, very anonymous to a lot of people, to some extent less visible and, in some minds, less relevant because they’re not right here. And it’s the job of our ambassadors to really help humanize our mission. To show the kids, tell the stories of the kids, give them a voice on the world stage and really show that to the public. And they have been invaluable,” Szarkowski says.

Celebrity endorsers command attention from the media and can put the spotlight on an issue that otherwise might escape the public eye. As an example, Szarkowski points to the situation in Darfur. UNICEF tried for years to draw attention to Darfur, but it wasn’t until actress Mia Farrow took a trip there three years ago that it got coverage in the media.

“She continued to visit there, she continued to speak out about it. She’s been doing blogs for us and reporting back on what she’s seeing,” Szarkowski says.

“She’s been out speaking to schools and religious groups and really bringing this issue to light for people in a way that they can understand and take action. So, in that case, it’s incredible to have someone who can do that because when we were just pitching it on our own and trying to get attention for it without a celebrity, it wasn’t getting very far. She’s been able to do extraordinary things as a result for the people of Darfur,” she adds.

But UNICEF uses celebrities for more than the media attention they garner. Ambassadors might testify on Capitol Hill, visit with children in foreign countries, lobby foreign governments and their leaders, call donors to acknowledge generous donations or speak with board members about an issue.

The bottom line when bringing on celebrity advocates is to find someone who is passionate about your mission and cause. It shouldn’t just be about having a celebrity for an event. Select celebrity advocates that will be able to articulate the mission of your organization and be credible and sincere about the work that you’re doing.

Szarkowski says the U.S. Fund for UNICEF has found that the best celebrity ambassadors are those that come to the organization on their own because they’ve done research on it or have an affinity for its mission.

“I think that’s really a great starting point rather than pursuing people who may or may not have time or may or may not be interested,” she says.

Before bringing a celebrity on as an ambassador, the organization has a conversation with him or her in which it shares information about its mission and the role of an ambassador. Szarkowski says celebrities often will support the organization quietly — serving as chairperson for a campaign or making a speech at an event — before taking on the role of ambassador.

Naturally attracting celebrity supporters is yet another reason why, she adds, that it’s important for an organization to have a strong, recognizable brand that’s tied to its mission and to successfully communicate its mission and what it does.

“Then people will know how to find you, know what you stand for, know what you’re accomplishing, and that allows for their interest to be directed to you in the first place,” she says.

Organizations also can initiate conversations with celebrities that have expressed an interest publicly about an issue or cause.

Some tips Szarkowski shared in terms of selecting and working with celebrity ambassadors are:

1. Select a celebrity with a sincere interest in your organization.

2. Be strategic and respectful of their time by making the most of it. “Instead of going to the celebrity on five different occasions with five different things, try to bundle your asks and have a plan,” she says.

3. Honor what they’re interested in. Celebrities may have ideas that the organization has overlooked.

4. Enable them to leverage their personal and professional relationships in support of the mission.

Lisa Szarkowski can be reached via www.unicefusa.org