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Inhibitions and implications associated with celebrity participation in social marketing programs focusing on HIV prevention: an exploratory research

Author

Listed:
  • Beatriz Casais

    (Faculdade de Economia, Universidade do Porto)

  • João F. Proença

    (Faculdade de Economia, Universidade do Porto)

Abstract

This paper discusses celebrity participation in social marketing programs focusing on public health, especially on HIV programs. The research identifies the inhibitions of celebrity people and implications that this involvement may have upon their lives. The paper analysis data from in-depth interviews made to twenty-seven Portuguese celebrities from arts, show business and sports. The results show absence of prejudice against HIV. Famous people feel motivated to join public health and HIV cause because of the serious nature of the disease, as well as the social stigma attached to AIDS which can suggest positive discrimination. The paper also shows that celebrities expected a fee for their endorsement, despite the social role they consider celebrities should have, and the positive image they benefit for endorsing public health campaigns. The research discusses celebrity expectations and worries and, finally, shows several results that are helpful for negotiations between institutions and celebrities insofar as it may pave the way for celebrity involvement in social marketing programs.

Suggested Citation

  • Beatriz Casais & João F. Proença, 2010. "Inhibitions and implications associated with celebrity participation in social marketing programs focusing on HIV prevention: an exploratory research," FEP Working Papers 360, Universidade do Porto, Faculdade de Economia do Porto.
    • Handle: RePEc:por:fepwps:360
    as

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    References listed on IDEAS

    as
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    2. Valdiserri, R.O., 2002. "HIV/AIDS stigma: An impediment to public health," American Journal of Public Health, American Public Health Association, vol. 92(3), pages 341-342.
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    4. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
    5. Lisa Richey & Stefano Ponte, 2008. "Better (Red)™ than Dead? Celebrities, consumption and international aid," Third World Quarterly, Taylor & Francis Journals, vol. 29(4), pages 711-729.
    6. Parker, Richard & Aggleton, Peter, 2003. "HIV and AIDS-related stigma and discrimination: a conceptual framework and implications for action," Social Science & Medicine, Elsevier, vol. 57(1), pages 13-24, July.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Social marketing; Celebrity endorsement; HIV prevention;
    All these keywords.

    JEL classification:

    • H51 - Public Economics - - National Government Expenditures and Related Policies - - - Government Expenditures and Health
    • H52 - Public Economics - - National Government Expenditures and Related Policies - - - Government Expenditures and Education
    • H53 - Public Economics - - National Government Expenditures and Related Policies - - - Government Expenditures and Welfare Programs
    • H75 - Public Economics - - State and Local Government; Intergovernmental Relations - - - State and Local Government: Health, Education, and Welfare
    • I10 - Health, Education, and Welfare - - Health - - - General
    • I18 - Health, Education, and Welfare - - Health - - - Government Policy; Regulation; Public Health

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