When celebrity partnerships go wrong
Celebrity ambassadors can be a huge coup for charities.
The right partnership can supercharge brand awareness, engagement, and income.
A prime example? Stephen Fry and MIND. The actor, broadcaster, and comedian took over from Lord Melvyn Bragg as the President of Mind in 2011. And he’s been a tireless campaigner, supporter, and advocate for the mental health charity ever since.
His involvement has helped raise the profile of the charity and transform public attitudes towards mental health.
However, not all celebrity partnerships have happy endings.
When celebrity partnerships go wrong
In 2023, three high-profile celebrity ambassadors were dropped by charities after becoming embroiled in scandals.
In March, BBC Question Time presenter Fiona Bruce was asked to step down from her role as ambassador for domestic violence charity Refuge, following claims she trivialised domestic violence during a discussion about Boris Johnson’s father Stanley.
In May, The Prince’s Trust dropped Philip Schofield as ambassador after he admitted to an affair with a younger male colleague during his tenure at This Morning.
Then in September, several charities cut ties with comedian Russell Brand, following a string of rape, sexual assault, and emotional abuse allegations.
Collateral damage
As these examples show, celebrity ambassadorships bring with them a level of risk.
Once a celebrity comes on board, their name and reputation are linked to your charity. If they act out of sync with your ethos, engage in damaging behaviour, or get caught up in a scandal, your brand could get caught in the crossfire.
At best it could result in negative publicity. At worst, you could lose donors and suffer long-term reputational damage.
What to do when crisis strikes
If the worst happens, your first job is to call the celebrity’s publicist/agent and establish what happened (if you drop your ambassador based on a false report in the Daily Mirror, you’ll look silly).
However, if the story turns out to be true, you need to acknowledge it – fast.
Organisations are often afraid to make a public statement for fear of saying the wrong thing. But if you wait too long to respond, donors will question your integrity.
Take control of the narrative by firing out a statement acknowledging the scandal, expressing concern, and making your relationship with the celebrity clear.
When crafting your response, stick to the facts. Sharing your opinion or criticising the celebrity won’t do you any favours.
Follow the example of women’s charity, Trevi.
In response to the Russell Brand scandal, they posted the following statement on Instagram:
“Russell became aware of our charity in 2022 after hearing about some of the incredible mothers we have helped to become drug-free over the years. He wanted to support our cause and raise money through his Stay Free Foundation. Today's media revelations have been difficult to process but our priority remains and continues to be the safety and well-being of all women and girls now and in the future. We have ended our association with Russell Brand.”
Call in an expert
If in doubt, your best bet is to consult with an expert crisis management agency like Do Good PR. A PR agency for charities, and social enterprises, they ‘provide affordable comms support to help charities and purpose-led organisations achieve their goals.’
Prevention is better than cure
The best way to prevent a PR crisis is to carry out a thorough vetting process at the start of the ambassadorship.
Research the celebrity's history, (both professionally and personally). Are they associated with anything that could damage your brand? Are there any conflicts of interest? Do they court controversy? Have they been in trouble with the law?
Taking the time to assess potential risks can prevent PR headaches down the line.
Looking for a PR-savvy fundraiser to manage your celebrity ambassadors? We can help. Give us a call on 020 3750 3111 or email us at info@bamboofundraising.co.uk to get the conversation started.