Who celebrity advocates are really targeting. And it's not you.

Photo: UNHCR/J. Tanner

In recent years, aid agencies have increasingly used celebrity advocates to raise awareness and money for their causes. There's just one snag:

It doesn't actually work. At least not as much or in the ways we think.

According to research by Dan Brockington, a professor at the University of Manchester, public responses to celebrity activism are surprisingly muted. His work is the first quantitative research on the subject.

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