The claims, orginally published in the International Journal of Cultural Studies, pointed to such collaborations as being "generally ineffective". So what did the panel think?
Founder, Borkowski PR
"I wasn’t surprised by the findings of this research. We are already suffering from celebrity fatigue, and the truth is that most celebrities, bar perhaps the Hollywood A-list, don’t have the commitment or access to make a real difference. A figurehead is no longer enough. So charities must rethink and learn to use the modern media tools to engage and craft compelling campaigns that attract the emotion of the crowd. Those that understand how to create a social connection – on a small scale or a large one – that leads to the highest emotional reward will be the ones to conquer moving forward."
Co-Founder, Dawbell PR
"Celebrity endorsements that are not well thought out don't work. But when something creative is introduced, has a very strong message and a recognisable face, a talking point is generated. A campaign will live and die by its ability to make you stop in your tracks and ask questions. There are lots of charities using the same template with celebrity campaigns and most feel like they get lost in the information melee. Charities cannot expect to engage the general public by simply putting a picture of a famous face up or have them visit a site; they need to create a water-cooler moment that carries their message."
Director, Forster Communications
"I think it is too simplistic to state that because recall among consumers is low, the use of celebrities has little impact for charity campaigns, as their involvement and impact is not as simple or as clear cut as that suggests. There are two main reasons for using celebrities to promote a good cause: engaging the audience and, more importantly, gaining the interest of the media. Celebrities often open the door so the media cover a story in the first place, irrespective of whether people who go on to consume the piece have any recall of that celeb. Having said that, not all celebs are created equal. To get recall a high visibility of celebs is needed, and relevance to audience and cause. Charities need to encourage celebrities to say or do something interesting or creative."