For a long time, it has been a great tactic used by public relations agencies because it’s mutually beneficial to both parties. But now there are questions as to whether celebrity endorsements of charity campaigns are actually working. The idea is that if you get Take That or Cheryl Cole to advertise the fact that they love supporting a certain charity, then their fans are more likely to support that charity too. But a new study has revealed that this PR tactic may not be as effective as was hoped. Out of a thousand 11 to 25 year olds surveyed, just one in five of them said they would support a charity because a celebrity supported it. The survey also revealed that enthusiasm for supporting the same charity as a celebrity also decreased with age. Charities continue to seek out celebrities to endorse their causes, with Cancer Research UK and Save The Children both looking to launch a celebrity endorsed campaign soon. But if they do want to pursue celebrities, public relations agencies working for charities must carefully consider who they choose to support the cause, taking their target age group and gender group into consideration.