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

Beatriz Casais (090427002@fep.up.pt) and João F. Proença (jproenca@fep.up.pt)
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Beatriz Casais: Faculdade de Economia, Universidade do Porto
João F. Proença: Faculdade de Economia, Universidade do Porto

FEP Working Papers from Universidade do Porto, Faculdade de Economia 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.

Keywords: Social marketing; Celebrity endorsement; HIV prevention (search for similar items in EconPapers)
JEL-codes: H51 H52 H53 H75 I10 I18 (search for similar items in EconPapers)
Pages: 20 pages
Date: 2010-02
New Economics Papers: this item is included in nep-hea, nep-mkt and nep-soc
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