Celebrity Endorsement of Causes: Why We Are All For It
Posted in Commentary on Current Affairs on May 15th, 2012 by Centre for Social Research – 1 CommentBy Ranjani Raghunathan, Intern – Media & Communication Division
Satyamev Jayate. An extremely ‘in thing’ to converse and debate about today. At a more macro level, the issue of celebrity endorsement of social causes is also becoming an increasingly talked about subject. Some support it, some speak out against it- the verdict is mixed.

But before reaching a conclusion of any sort, let us imagine two situations. One, wherein social activists, who has been working for victims of domestic violence, for decades, are speaking on national television. They have years of experience behind them, have all the facts and figures correct, and are doing constructive work towards helping the affected people. In the second situation, we have Aamir Khan, talking about domestic violence on national television. He also has his facts and figures correct, courtesy his research team. Which of these two people, would an average television viewer prefer to see? Chances are the latter.
In an age where attention spans are decreasing by the minute, keeping the audience glued to the television is a Herculean task. The principle for a show on social causes is similar to that of companies which use celebrities to market their products- the reach of a show featuring a celebrity, especially one with the popularity of Aamir Khan, would be exponentially higher than a show which features only subject matter experts.
Instead of going all out in criticizing celebrities for superficially endorsing social causes, it is important to understand that the outreach of a celebrity cannot be argued with, and their ability to instantly connect with an average viewer should be used for the benefit of society, in whatever way possible. Satyamev Jayate should be lauded for its attempt to bridge the gap between a known celebrity, and an unknown subject matter. While Aamir is the face and the voice of the show and the causes it espouses, his team has ensured that they are backed at every stage by subject matter experts, and people who have worked with the issues at hand. While the first episode had case studies backed with expert opinions of doctors and reporters, the second episode brought in facts and figures obtained from a nationwide study on sexual abuse, along with the expert views of Anuja Gupta, Director of RAHI, a centre for the prevention and healing of incest/child sexual abuse. The website of the show links each episode to certain organizations, who work towards the cause which was discussed during the show. This shows that the research team has not only worked on the cause per say, but is also presenting to the audience the work which is being done on the issue by various organizations. It is important to understand that the show is not a frivolous attempt to place before the audience some social issues- the makers have backed each episode with facts and statistics and real life examples, along with bringing in subject matter experts, so as to lend more credibility to their attempt.
Shows and platforms such as Satyamev Jayate, which brings together the outreach of a celebrity along with the expertise of people who are in the concerned field, should be appreciated for their efforts, and more such initiatives must be undertaken and encouraged. Such initiatives will only leverage the work of organizations who are already working on social causes, by attaching a famous name to a cause, and thus increasing the connect of a common man with a social cause. At the end of the day, it will end up doing more good than harm. So let’s stop being pessimistic and look at the benefits of celebrity endorsement of social causes!
This piece is part of collaboration with Breakthrough and Halabol, on Celebrity Involvement in Social Causes. Its companion pieces can be found at:
Breakthrough: http://www.bellbajao.org/?p=6240
Halabol: http://voices.halabol.com/2012/05/15/satyamev-jayate-not-eye-wash



