Trends Global Today: Red Nose Day: Why Comic Relief Relies On Celebrities

Americans are still adjusting to the idea that wearing a fake red nose relates to helping children in poverty.

Red Nose Day, an enormous success in the U.K., has finally crossed the Atlantic. And the non-profit organization behind the venture – Comic Relief Inc. – is hoping to transform the way benefit telethons and charity fundraising is done in the United States.

Comic Relief encourages the public to do lots of fun, silly things to raise money for charity ahead of a big, live, star-studded TV show in which celebrities also do lots of fun, silly things. It has been immensely popular in the U.K. for 30 years now, with Red Nose Day – held every two years – becoming something close to a national holiday. It has raised more than £1billion ($1.55billion) since it began.

NBC televises the very first U.S. Red Nose Day benefit show this Thursday evening. And some of the country’s best-known comedians, musicians and Hollywood stars – including Will Ferrell, Jennifer Aniston, Paul Rudd, Anna Kendrick and Christina Aguilera – are taking part.

Christina Aguilera promotes Red Nose Day (Photo by: Trae Patton/NBC)

Will it succeed? It will certainly raise a lot of money for worthy causes: 12 non-profits including Children’s Health Fund, Boys & Girls Clubs of America, Oxfam America and Save the Children will share the donations. But will it still be part of US TV schedules and be raising money in 30 years time? It largely depends on whether Americans engage with the concept in the same way as the Brits.
The Red Nose Day fundraiser is a strange, complex and highly ambitious beast. It involves an extraordinary number of partnerships: a major non-profit (Comic Relief) working on behalf of other charities (both national and international), major corporate sponsors who cover operating costs, sell merchandise and help build awareness, and a broadcaster willing to clear its evening schedule.

The reason “brand synergy” surrounding Red Nose Day continues to work for all partners is the huge level of interest and good will from the British public.

That’s where star power is vital. From the launch in 1985, British viewers responded to watching famous people rolling up their sleeves and doing their bit for good causes. Short, powerful appeal films featured comedians, actors, singers and TV presenters visiting rural Africa, meeting those in dire need and discovering where money has been well-spent.

They became the country’s most widely-watched reports on poverty and international development. Nothing has proved more effective in raising cash or understanding. Philanthropist Bill Gates has been “really impressed” by how Red Nose Day in the UK has “engaged the public on the issues of poverty.”

Comic Relief, it should be noted, has not been free from controversy or criticism. Some feel it’s been too political, at times (in 2009 Comic Relief supported a financial transaction levy, a so-called “Robin Hood” tax on banks). For others, it is not political enough, raising money without campaigning for structural change.

There are also charges of hypocrisy. In 2013, a BBC investigation found that Comic Relief had invested (perfectly legally) in funds with shares in tobacco, alcohol and arms firms. The charity had invested in shares in the alcohol industry despite a mission statement saying it is “working to reduce alcohol misuse and minimize alcohol related harm”.

Yet the revelations did no damage. They not stop Comic Relief raising the highest ever total for Red Nose Day last year: £78million ($121 million). And now U.S. organizers, with the help of A-list superstars, will be hoping to kick-start a similarly strong, ongoing relationship with the American public this week. Love, loathe, respect or resent them: the celebrities make the whole thing work.

The Red Nose Day special airs this Thursday, May 21 on NBC (8-11pm, ET).

by Adam Forrest

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