Using celebrities in healthcare campaigns is a tried-and-true way of raising awareness and money for causes. But when their high-profile influence is used to back alternative,
controversial causes, mainstream messages run the risk of being second-guessed. The Foo Fighters, an alternative rock band, is a prime example. In January, the group held a sold-
out concert in Hollywood to benefit Alive and Well, an AIDS organization that believes HIV is not the primary cause of AIDS. Pushing the envelope even more, the group also claims
that HIV testing is unreliable and therefore unnecessary and that HIV drugs do more harm than good. Such claims blow the lid off traditional HIV prevention messages aimed at
screening and medical treatment.
Because the band's following is young and at high risk of engaging in unprotected sexual behavior, its support of Alive and Well is a particularly dangerous combination for
traditional AIDS organizations. Getting young people tested for HIV has been a major uphill battle, says Ged Kenslea, community relations director of the AIDS Healthcare
Foundation in Los Angeles. Young people have a huge fear of learning their HIV status. Given the stigma attached to testing, Alive and Well's position on this issue is what most
disturbs Kenslea "because people need to know their status regardless of whether they choose to take HIV medication."
If it's true that celebrity endorsements can be expected to boost publicity, the Foo Fighters' concert proved to be an exception. The event was a small blip on the media's
radar screen. The Centers for Disease Control and Prevention said it received two media calls, one of which came from HPRMN. Rolling Stone briefly covered the concert but failed
to mention its purpose. The only in-depth coverage came from Mother Jones, a lifestyle magazine.
How Dare You!
Although the media did not devote much attention to the concert, it got its fair share of angry feedback from about five people who attended the concert, says Christine
Maggiore, Alive and Well's founder and director. Maggiore has tested HIV-positive since 1992 and has elected not to take HIV drugs. She has written a book, "What If Everything You
Thought You Knew About AIDS Was Wrong?," which was handed out at the Foo Fighters concert at no charge.
One attendee emailed Maggiore an expletive-filled criticism of the concert, accusing the organization of spreading lethal anti-HIV messages to people who are "young and easily
influenced." In spite of this criticism, the Foo Fighters' endorsement adds a layer of high-profile support to the organization's cause. Unlike the snap decisions many celebrities
make when they get involved in AIDS campaigns, the Foo Fighters' bassist, Nate Mandel, took a year-and-a-half to educate himself about the organization before lending the band's
support, says Maggiore. (AW, Christine Maggiore, http://www.aliveandwell.org, 818/780-0753; AHC, Ged Kenslea, 323/860-5225)
Sizing Celebrities Up
Ideally, celebrities should have a direct relationship with the healthcare cause they embrace, either personally or through a family member or close friend. This scenario
communicates the greatest credibility, says Bob Pearson, EVP and managing director of GCI Healthcare, who has successfully used celebrities in healthcare campaigns on behalf of
clients. However, the trend of celebrities lending their support to healthcare causes without fully researching them is a common industry criticism. When using celebrities:
- determine if they have a sincere passion for the cause;
- thoroughly educate them about all aspects of the healthcare issue, including the controversial aspects of the cause; and
- negotiate a long-term commitment, if possible, to avoid fickle here-today-gone tomorrow support.
(GCI Healthcare, Bob Pearson, 212/886-3372)