Sports stars back degraded development

In: Uncategorized

27 Aug 2008

The United Nations Development Programme is recruiting sports stars to promote the Millennium Development Goals. It is running full page ads in prominent newspapers featuring a large picture of Maria Sharapova (photogenic Russian tennis player) and LeBron James (basketball player). The campaign is evidently also backed by two footballers: Zidane and Ronaldo (the Brazilian one rather than the Portuguese player with the same name).

At some point I would like to write an expose of how celebrities are used to win support for campaigns which embody such low horizons.

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