Star power as soft power: Australia’s celebrity diplomacy

With Australia’s bushfire season fast approaching, the country’s response will again shape how the world views Australia’s environmental credibility. During the 2019–20 “Black Summer” of bushfires, a poll by Tourism Australia found that the international coverage of events damaged Australia’s global image, portraying the country as unsafe and environmentally unstable.

During that bushfire season, some of Australia’s most famous faces, including celebrities such as Chris Hemsworth, Kylie Minogue and Nicole Kidman, used their platforms to raise millions for relief. Yet despite the global success of their campaigns, the response revealed a missed opportunity: celebrity activism remains ad hoc, lacking the government support needed for lasting policy impact.

Celebrity involvement in crises is not new. From entertainer Danny Kaye’s work with UNICEF in the 1950s to George Clooney’s advocacy during the Darfur conflict, public figures have long shaped narratives around humanitarian causes.

While independent Australian-based NGOs such as UNICEF Australia and World Vision Australia have a formal mechanism for celebrity advocacy, at a government level, it still remains relatively uncoordinated. As a result, and despite their admirable goodwill, much potential celebrity influence is yet to be fully harnessed at a policy level.

Australia needs a framework to integrate celebrity diplomacy into its crisis communication.

Why coordination matters

Celebrity endorsements make a huge difference in increasing awareness of major crises. A recent study on celebrity endorsement for vaccine awareness in Indonesia proved this. And at a global level, some of the United Nations’ most watched YouTube videos are those featuring celebrities discussing social issues, underscoring how trusted public figures can amplify critical messages when backed by credible institutions.

However, without a strategy, celebrity appeals risk being transient rather than having a focus on resilience and recovery. Media attention drops off after the celebrity splash. Research by the Australian National University found that while “Black Summer” media coverage focused on emotional loss, discussion of long-term mitigation and resilience was minimal.

This is not the fault of the celebrity, who may lack access to the policy knowledge or fear alienating parts of their audience by engaging with politically sensitive issues. That’s precisely why coordination by credible public agencies is needed to bridge the gap between influence and informed messaging.

To make celebrity advocacy effective and lasting, Australia should adopt a five-point policy approach.

1. Establish a celebrity liaison unit

The National Emergency Management Agency (NEMA) should establish a dedicated celebrity liaison unit to coordinate public figures. These advocates would share verified information and promote resilience-focused messaging. The vast majority of major charities utilise such a unit. Given the scale of some of Australia’s natural disasters, a similar model would be helpful.

1. Provide pre-crisis communication training for public figuresThe Australian Red Cross already offers crisis communication training for responders. A tailored version forcelebrity advocates would help deliver accurate and effective messaging.
2. Extend partnerships beyond fundraising
   Celebrity involvement should not end with donation drives. Public figures can help promote awareness on a range of areas including disaster preparation, community support and even technical aspects of environmental recovery.
3. Link celebrity advocacy with public broadcasting and digital campaignsThe NEMA should integrate celebrity messages into ABC broadcasts and government digital media. This would ensure consistent and verified communications. Using familiar and trusted voices to reinforce preparedness could strengthen both public engagement and Australia’s international image.
4. Ensure consistency over reactionA shift needs to be made away from reactive, one-off campaigns to long-term ambassador programs. An annual “Bushfire Resilience Ambassadors” initiative could engage a small group of trusted figures to deliver pre-approved, evidence-based messages. India’s Ministry of Health used this approach during its polio eradication campaign, where recurring appearances by Bollywood actors such as Amitabh Bachchan built long-term public trust.

Australia’s soft power could do with a bit of help after slipping over the last few years. While the world associates Australia with resilience and natural beauty, careful celebrity advocacy could reinforce these traits globally while improving domestic preparedness.