YOUTH LITTER SEGMENTATION RESEARCH

A NOTE ON CELEBRITY ENDORSEMENT
• Overall, celebrity endorsement was viewed with considerable scepticism
• The main problem lay in the fact of using ‘publicity shots’
• The celebrities used - other than the England squad - were seen to be not mainstream
enough to have impact
• More appropriate celebrities were suggested (in order)
– David Beckham (far and away the most popular)
– Robbie Williams
– Michael Owen
– Kylie Minogue
• Even if one of these were to endorse the campaign, all agreed that they must be
actually doing something as opposed to merely posing for a photo “I wouldn’t litter if
David Beckham said not to, but it would have to be a proper photo, not just from OK”
• However, many felt that it was almost impossible to find a celebrity who would appeal to
everyone “Everyone in the school has views on the different celebrities that they like”