So far we’ve been looking at several kinds of interaction between celebrities and charity organisations. Accepting challenges for survival is another way to do charity work instead of donating money directly. However, sometimes this may result in embarrassment. Actress Gwyneth Paltrow was reported to fail a $29 food stamp challenge for Food Bank after four days and she got criticisms for mocking the experience of poor families in the U.S for food supply on a daily basis.
The challenge was designed to raise awareness for Food bank in New York, which supplies free food for the poor group. Disputes were mainly focused on Paltrow’s upmarket choice of healthy food for it’s not really what poor families would buy with $29 budget. Yet more ironic, she was detected by a gossip website to celebrate the end of challenge with a $80 gourmet meal.
In spite of Paltrow’s resignation, it was the contrast between the “healthy” lifestyle she promotes and the daily living standard of poor families in the U.S that revealed and reinforced the gap of wealth. Her choice of food also exposed a general ignorant of poverty. This was not the first time celebrities give up in the middle of survival test or similar challenges. Brockington (2014) identified it as one of the risks to have celebrities endorsement, since the result may threaten the original idea of NGO brand.
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