1. Policy Course: Session 13 The Role of Important People and Rock Stars: the “L’Oreal Question”

2. Definition of Endorsement Sanction, support, or approval; as, the endorsement of a rumour, an opinion, a course, conduct. [1913 Webster] 2Policy Course 13

3. Why do we want Endorsement? Credibility Show of strength and importance Muscle into media space Influence – to get our way It’s not just us that thinks this....... We like it when people agree with us Argument ploy: “look at all the people who agree” 3Policy Course 13

4. Why do we want VIP Endorsement? Popularity of person translates to popularity of an idea or (policy) outcome? “Buzz” VIP’s are larger than life; therefore we can be larger than life Others use them VIP’s are a hook – a way to be noticed 4Policy Course 13

5. John Kenneth Galbraith’s “Conventional Wisdom” 1.Comfort – the sort of thing you could say to a stranger and not be considered weird 2.Everybody tends to agree 3.It fits with our view of ourselves 4.It gives us greater self-esteem Do VIP’s and celebrities help our wisdom become conventional? Is that what we want? 5Policy Course 13

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9. Changing the World Who are Shirley Polykoff and Ilon Specht? Were Polykoff and Specht good policy analysts? Matching the Idea to the celebrity or VIP 9Policy Course 13

10. Case Study: Valerie Pringle Valerie Pringle as celebrity fundraiser http://www.marketwire.com/press-release/Yorktown-Family-Services-Honour-Valerie-Pringles-Contributions-Mental-Health-Awareness-1143018.htm Raising Money for an organization through a dinner Raises recognition of Yorktown and its services and brand "Valerie shares our agency's determination to overcome the stigma attached to mental illness and to improve the lives of those struggling with mental health issues within our community." said Karen Engel, Executive Director of Yorktown Family Services. Valerie explains "The time has more than passed to eradicate stigma and shame from mental illness and addiction. It is most urgent for children and adolescents who are affected more than any other age group." Policy Course 1310

11. Case Study: Valerie Pringle Getting in the news with the announcement: Reported by marketwire on Tuesday, 6 April 2010 TORONTO, ONTARIO--(Marketwire - April 6, 2010) - In recognition of Valerie Pringle's many contributions to various non profit organizations and in celebration of her determination to make a difference in the lives of countless Canadian children, youth and families living with mental health problems, Valerie will receive the Yorktown Family Services Humanitarian Award for Community Service. This prestigious award will be celebrated by over 300 guests at the 11th annual *Yorktown Family Services Tribute Dinner* taking place on Thursday, April 22nd, 2010 at *Toronto's Acadian Court*. Policy Course 1311

12. Case Study: Valerie Pringle Valerie Pringle named spokesperson for CAMH’s Gifts of Light Toronto, ON, Nov. 10, 2008 -- Award-winning journalist Valerie Pringle has been named ambassador for Gifts of Light, a new charity gift-giving campaign from the Centre for Addiction and Mental Health (CAMH “For most of us, the holidays are a time when we celebrate with loved ones, but for people hospitalized for mental illness or addiction, it can be an extremely lonely time,” said Valerie Pringle. I hope people will join my daughter and me in purchasing Gifts of Light so that together we can break down the harmful stigma that surrounds these illnesses and bring comfort to someone feeling alone." Policy Course 1312

13. Case Study: Valerie Pringle A longstanding supporter of and volunteer for CAMH, Ms. Pringle understands what it is like to try to help a family member coping with mental health issues. Her daughter, Catherine, now 28, has suffered from severe panic and anxiety attacks. The Pringles turned to CAMH for help. Gifts of Light are practical gifts, ranging in price from $10 to $75. Policy Course 1313

14. Case Study: George Clooney George Clooney's Charity Work, Events and Causes – Charity biography George Clooney seems to have one of the most charitable hearts in Hollywood, and, alongside his current mission to stop the human rights atrocities in the Darfur region of Sudan, he focuses much of his energy on helping those suffering from poverty. Clooney famously founded Not On Our Watch with his Ocean’s 11 co-stars Don Cheadle, Matt Damon, and Brad Pitt, and producer Jerry Weintraub. The organization’s main goal is to stop the genocide occurring in Sudan. Clooney has visited the area personally, and spoken with victims of rape and torture. His charity has donated millions of dollars to help those suffering in the region, with much of the funding going through the United Nations World Food Programme.Not On Our WatchDon CheadleMatt DamonBrad Pitt Jerry WeintraubWorld Food Programme Policy Course 1314

15. Case Study: George Clooney The Ocean’s 13 leading man offered his company at the movie’s première and private after-party for an auction supporting Realizing the Dream. This non-profit seeks to continue the legacy and work of Dr. and Mrs. King in wiping out poverty and injustice.Realizing the Dream Clooney has been known to give generous donations to homeless people, is a supporter of Bono’s poverty-fighting ONE Campaign, and is also on the Board of Trustees for the United Way. ONE Campaign United Way Read more: http://www.looktothestars.org/celebrity/68- george-clooney#ixzz0lPYHaRNjhttp://www.looktothestars.org/celebrity/68- george-clooney#ixzz0lPYHaRNj Policy Course 1315

16. Checklist Do they........... – Agree with your approach? – Support your outcomes? – Adhere to your methods? – Overshadow your brand? – Endorse other things? – Understand what you are doing? – Walk the talk? – Open doors for you? Policy Course 1316

17. Checklist Do they.......... – Raise $$$ for you? – Help you with government? – Meet with you? – Attend your events? – Add value at every turn? – Put you on or take you off the map? – Put you in the spotlight? Policy Course 1317