Women’s Aid could have continued to accept the help of celebrities to champion its cause and lend their endorsement. Instead, we focused on the power of celebrity, not the individual. This insight into how to use celebrity vastly amplified the value they could bring to the charity by subverting our national obsession with celebrities. Women’s Aid has shown that domesticviolence can happen to any woman by releasing a movie where Keira Knightley is featured as a victim.
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