Victoria Beckham Sells Wardrobe for HIV Charity: Celebrity Promotions of Charities is Mostly Ineffective Says Latest Study

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By Indrani Bhattacharyya | August 12, 2014 4:32 PM EST

Victoria Beckham is selling off 600 items from her excellent wardrobe for a good cause.

The renowned fashion designer said that she would auction the 600 pieces for mothers2mothers, a foundation that aims to reduce the transmission of HIV and AIDS from mothers to children.

Reuters
Former Spice Girls singer Victoria Beckham attends the world premier of the film ''The Class of 92'' in London December 1, 2013.

This charity is being led by Dr Mitch Besser and gets thorough encouragement from celebrities like Anna Wintour, who requested Victoria to visit some of the charity's Mentor Mothers in South Africa this year.

While talking to Grazia magazine, Victoria explained her attachment with this charity. “I was so touched by the people I met and how focused and empowered the mentor mothers were; literally I have never met such strong women in my entire life. The work they are doing is nothing short of absolutely remarkable," Victoria said.

“These clothes have been on some incredibly journeys; I’ve had so much fun in them and I want to share that and give other people the chance to have a piece of what I’ve been so incredibly fortunate to have,” she further added.

Like Victoria, there are quite a few celebrities with noble intention try to come forward in order to support good causes.

But surprisingly it does not really work according to a new study.

According to the report by Science Daily, the research led by Professor Dan Brockington, of The University of Manchester, Professor Spensor Henson, University of Sussex, and Dr Martin Scott, University of East Anglia, got published at time when many celebrities are campaigning for charity.

They conducted a survey involving over 1000 participants, they were asked about the effect of celebrity campaigning and also about running focus groups.

"Our survey found that while awareness of major NGOs brands was high, awareness of celebrity advocates for those brands was low," the authors concluded.

This work got published online in the International Journal of Cultural Studies.

The study concluded stating celebrity promotion of charities proves to be ineffective when it comes to raising awareness, but it can make the stars more popular amongst public.

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(Photo: Reuters / NEIL HALL/FILES)
Former Spice Girls singer Victoria Beckham attends the world premier of the film ''The Class of 92'' in London December 1, 2013.
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