Kim Kardashian is a Spokesperson (Again) for a Public Health Issue...Will the Public Buy In This Time?

This afternoon I saw a tweet from Kim Kardashian that read "Recognizing Ovarian Cancer is the 1st step in fighting Ovarian Cancer- please watch and share this video". So my first thought was- "I wonder if this campaign will be more successful than her last?" As you may remember, in December 2010 I blogged about Kim and other celebrities that staged their digital deaths in order to raise money for World AIDS Day. In addition to my concerns about the campaign's design (which included a less than clear cue to action for the audience), its "success" was also questionable because it ended up taking much longer than intended to reach their 1 million dollar goal. So I was quite intrigued to view Kim's newest PSA on YouTube.

The event called "Super Saturday Live" is a collaboration between QVC and the Ovarian Cancer Research Fund (OCRF). On Saturday, July 30, 2011- designer clothes sold on QVC will be 50% off and the net proceeds will be given to OCRF. The PSA informs the audience that this money is necessary because there is currently no good early detection test for ovarian cancer.

I was pleasantly surprised by the PSA. It didn't feel too long (94 seconds). It kept my interest with minimal and appropriate statistics. For example, instead of scaring the audience, the music was upbeat and focused on the positive- a 92% 5-year survival rate when the cancer is detected early. The PSA also had information presented through both audio and visual channels. Finally (and most importantly)- as an audience member, I knew exactly what I was supposed to do. The cue to action was clear. I was to share the video- "like" it, post it, forward it. And finally, I should tweet about #supersaturday. This way the "trend" can get ahead of ovarian cancer.

In addition to the look and feel of the PSA, I think it is important to discuss the strength and popularity of the chosen spokesperson. Just as I mentioned in December, Kim Kardashian is an obvious choice if you are looking for a huge reach. As of tonight, she had 8,380,553 followers on twitter. The PSA already had 5,965 views on YouTube. However, I have my concerns about her genuine interest in this public health issue. Does she have a personal connection or does she just jump on the bandwagon (like in December) for any way to promote her "brand"? I ask because I have concerns due to how she behaves on her E! show- Keeping Up with the Kardashians. For example, just a few weeks ago on the show, Kim had her butt x-rayed to "prove to the media" that it was real (without butt implants). I watched this episode while on the elliptical machine at the gym and felt enraged. First of all, what type of terrible physician allows his time and resources to be taken up with such nonsense? Also, what type of terrible physician agrees to expose Kim, his patient, to needless radiation to help her prove this point? And how much extra time does she (and her sisters) have on their hands to participate in this silly trip to the doctor? If I were the Executive Director of OCRF, even with her extensive popularity, I doubt that I would choose her for a spokesperson.

So let's all check out Twitter on Saturday, July 30th...let's see if #supersaturday is trending and if Kim's "quantity" of followers can help balance out her sometimes lack of "quality" as a spokesperson.

"Health Fashion" Police

It is the day after the Emmy Awards, so most of us have fashion on the brain and are eagerly awaiting E! Fashion Police. As a result, I thought it was very timely to discuss "Health Fashion". The idea came to me this weekend in two ways. First, as I saw new fashion merchandise (modeled by celebs like Jordin Sparks and The Jonas Brothers) in the form of "TXTING KILLS" thumb bands to reduce texting while driving. Next, I read a fabulous new article in the September 2010 issue of Health Promotion Practice called, "Undressing Health Fashion: An Examination of Health-Cause Clothing and Accessories".

The article provides a great overview of the history of health fashion, including its beginnings in 1953 with the first Medic Alert bracelet. It then proceeds to discuss the use of colorful ribbons to support causes (e.g., AIDS, deployed troops, etc) over the past 30 years. However, the authors really highlight the Lance Armstrong/Nike release of the yellow Livestrong wristband in 2004 as the event that created an explosion of Health Fashion and Cause Marketing.
Health Fashion is sorted into one of three categories:
1. Wearables: Worn by the consumer (e.g., Nike Livestrong wristband)
2. Usables: Items that are directly consumed or that utilize health fashion symbols in manufacturing/packaging/marketing (e.g., United States Postal Service breast cancer stamps)
3. Displayables: Items that are displayed in homes/offices/cars which use health fashion symbols (e.g., Swarovki pink ribbon holiday ornaments)

The article also does a nice job giving an overview of how this merchandise becomes a hot trend. It introduces the reader to Everett Rogers' Diffusion of Innovations theory and how innovators and early adopters (often well known/respected in the community) can disseminate messages or material throughout their community/society, etc. Many of you may be familiar with this theory after reading Malcolm Gladwell's "The Tipping Point".

However, the key question on this blog (and happily in the article as well) is: "Are these initiatives effective?" In order to make that call we have to define what we mean by "effective". The article points out that many campaigns (e.g., Go Red for Women) define their goals as raising awareness. Therefore, if they survey women pre and post campaign and they report an increase in knowledge of facts such as "heart disease is the number one killer of women"...then they can say that the campaign was effective. However, if they had defined their goals in terms of behavior change (e.g., more women will visit their doctor for yearly blood pressure checks), it would be unclear if their goals were achieved.

Another way "success" or "effectiveness" has been defined for health fashion has been focused on the revenue generated by the sale of these items. If the Livestrong wrist bands or Avon's "Kiss Goodbye to Breast Cancer" lipstick line raise significant funds for their charities, then we can consider them successful....right?

Here are some questions regarding effectiveness raised by the article...with my own two cents (okay- more like five cents) thrown in:
1. Are we achieving saturation point with the marketing of health fashion? Does anyone even know what color wrist band supports what cause?
2. How will increasingly knowledgeable consumers affect the sale of these items? It is much easier to find out what percentage of your donation/purchase is actually going to the charity vs. to the corporation.
3. How have social networking sites like twitter/facebook affected the adoption/dissemination of health fashion and cause marketing? Support for a cause can be almost instant and celebrities can quickly call on their twitter followers, which in some cases number over one million. Are consumers being as thoughtful/careful when it is so easy just to click their support?

What are your questions?