Celebrities
However, it is vital that close attention is paid to the use of celebrities. Is there an alternative programme ambassador that could be used instead, such as a previous beneficiary of the programme?
If it is decided that a celebrity is still a suitable investment, the first step should be to find one that fits the budget. Some local area research is then a good next step, such as:
Radio stations – which stations/DJs are most popular with teens?
Football clubs – who are the key players?
What’s On guides – which bands/musicians are coming to your area?
Theatre productions – are any soap stars or TV actors popular with teens due to appear in a local theatre production or Christmas pantomime?
If celebrities believe in a cause they are more likely to offer their support for free, so you need to pitch your case to them in the same way that you would to a journalist. Obviously any celebrities or sports stars that come from an Aimhigher background will be particularly effective in getting the messages across to the target cohort, and may be more inclined to get involved.
If you are unable to contact your chosen celebrity in person or by phone, try sending a letter or email (via their agent if necessary) which includes a few examples of particularly effective activities or student success stories to get them on side. Invite them to take part in an event or photocall, or simply to provide a message of support which can be used on your website or in promotional materials. You can even offer to draft a quote on their behalf to ensure that your key message is included.
Carenza Lewis from Channel 4’s Time Team took part in an archaeological dig organised by Aimhigher Cambridgeshire & Peterborough and the University of Cambridge, alongside 50 local school children. Whilst Carenza had been working with local schools for some time, this was the first time that youngsters had been given the opportunity to carry out research ‘in the field’. Carenza commented: “This is one way of making studying at university level real and interesting to younger learners. Archaeology is a great vehicle for this because it captures people’s imaginations, covers so many academic subject areas, and can make learning about history and the environment truly exciting.”
An example letter to help get you started is included in Template media materials and contact details for most artists can be obtained from the Spotlight website.
