Goodwill ambassador

A goodwill ambassador is a person who advocates for a specific cause (e.g. a country or an organisation) on the basis of their notability.[1] Goodwill ambassadors generally deliver goodwill or promote ideals from one entity to another, or to a population. The term should be distinguished from the related concept of a brand ambassador, who plays a role in promoting a company or product through personal interaction.[2] A goodwill ambassador may be an individual from one country who resides in or travels to another country, in a diplomatic mission (or international friendship mission) at a peer to peer level; that is: country to country, state to state, city to city; or, as an intermediary representing the people at the other extreme of an organization.

Goodwill ambassadors have been an official (or unofficial) part of governments and cultures for as long as diplomacy has existed; to exchange gifts and presents; humanitarian relief; or development aid, using well-known celebrities, scientists, authors, known activists, and other high society figures. Goodwill missions of countries are usually carried out or overseen by the head of state, and do not necessarily involve diplomatic credentials beyond a letter of presentation (or letter of credence). However, some states, such as Haiti, do issue credentials that include diplomatic immunity for goodwill ambassadors.[3]

Organizations that employ goodwill ambassadors

A wide range of organizations employ goodwill ambassadors to promote their programs and reach out to others with programs that are based on good relations, from multinational groups such as the United Nations and United Nations Associations, the African Union and the European Union, through nations and subnational groups (for example the United States and individual states, for example the role played by Tennessee's ambassadors of goodwill and Kentucky's Kentucky Colonel). Goodwill ambassadors are also used by social and fundraising organizations such as Rotary International, the Olympic Games, the Muscular Dystrophy Association, and the organization of goodwill ambassadors, Globcal International. A wide range of United Nations organizations and other intergovernmental organizations that have an observer status also have goodwill ambassador programs, for example the UN Development Programme, UNESCO, UNICEF and the World Health Organization.

Numerous governmental and nongovernmental organizations employing goodwill ambassadors follow a practice of honoring individuals with goodwill ambassador awards. Awards are given for good relations, fundraising/philanthropic acts, and for recognition in advocacy. For example, comedian Trevor Noah received a South African Goodwill Ambassador Award in 2015,[4] actress Alex Okoroji received a Nigeria Goodwill Ambassador Award in 2017,[5] and the Steve Irwin Memorial Goodwill Ambassador Award was established in 2007.[6] Former First Lady of Nigeria, Patience Jonathan became a goodwill ambassador after receiving the African Goodwill Ambassador Award in Los Angeles in 2008.[7][8]


  1. ^ Fasulo, Linda (2015). An Insider's Guide to the UN (3rd ed.). Yale University Press. p. 35. ISBN 9780300210729. Retrieved 28 October 2015.
  2. ^ Szmigin, Isabelle; Piacentini, Maria (2014). Consumer Behaviour. Oxford University Press. p. 292. ISBN 9780199646449. Retrieved 28 October 2015.
  3. ^ Wyclef Jean, Ban Ki-Moon, Bill Clinton Visit Haiti to Raise Global Awareness and Needs of Devastated Country.
  4. ^ Staff. "South Africa Prizes Noah". New York Daily News. 16 April 2015.
  5. ^ Staff. "Nigeria Goodwill Ambassador Honours Kano State Governor, Juliet Ibrahim". ThisDayLive. 2 July 2017.
  6. ^ Beattie, Peter. "Smart State Expats Awarded In New York". Queensland Government. 9 May 2007.
  7. ^ Ogunjimi, Opeoluwani. "Dame Patience Jonathan, the Perm. Sec". Vanguard. 27 July 2012.
  8. ^ Gastrow, Shelagh. "First Lady philanthropy – a double-edged sword?". Daily Maverick. 26 January 2017.
Aishwarya R. Dhanush

Aishwarya Rajinikanth Dhanush (born 1 January 1982) is an Indian film director. She is the elder daughter of actor Rajinikanth. She made her feature film debut with 3 (2012) starring her husband Dhanush. She has occasionally done playback singing.

In August 2016, Aishwarya was selected as India's goodwill ambassador for the UN Women organization.

Ayesha Gaddafi

Ayesha Gaddafi (or Aisha, Arabic: عائشة القذافي‎, born 1976), also known as Aicha Al-Kadhafi, is a former Libyan mediator and military official, former UN Goodwill Ambassador, and lawyer by profession. She is the fifth child and only daughter of former Libyan Leader Muammar Gaddafi and his second wife Safia Farkash.

Brand ambassador

A brand ambassador (sometimes also called a corporate ambassador) is a person who is hired by an organization or company to represent a brand in a positive light and by doing so help to increase brand awareness and sales. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values and ethics. The key element of brand ambassadors is their ability to use promotional strategies that will strengthen the customer-product-service relationship and influence a large audience to buy and consume more. Predominantly, a brand ambassador is known as a positive spokesperson, an opinion leader or a community influencer, appointed as an internal or external agent to boost product or service sales and create brand awareness. Today, brand ambassador as a term has expanded beyond celebrity branding to self-branding or personal brand management. Professional figures such as good-will and non-profit ambassadors, promotional models, testimonials and brand advocates have formed as an extension of the same concept, taking into account the requirements of every company.

The term brand ambassador loosely refers to a commodity which covers all types of event staff, varying between trade show hosts, in store promotional members and street teams. According to Brain, the job of a brand ambassador was undertaken typically by a celebrity or someone of a well-known presence, who was often paid considerably for their time and effort. Nowadays however, a brand ambassador can be anyone who has knowledge or can identify certain needs a brand is seeking. The fashion industry however, solely rely on celebrity clientele in order to remain brand ambassadors. Furthermore, brand ambassadors are considered to be the key salesperson for a product or service on offer. They must remain well informed when it comes to the brand they are representing, due to their nature of being the go-to person when questions arise from consumers. The brand ambassador's job is to drive results through communication tools either publicly, such as social media, or privately including emails, messaging and further one-to-one channels.

FAO Goodwill Ambassador

The FAO Goodwill Ambassadors Programme was initiated in 1999. The main purpose of the programme is to increase public awareness and to disseminate information on issues related to food security, hunger and poverty in the world.

With the Goodwill Ambassadors, the FAO intends to increase the international awareness and mobilize various sectors including governments, international organizations, the private sector, academia, farmers, public and others, and engage the support of as many people as possible in the struggle to end hunger. Each of the FAO's ambassadors have made a personal and professional commitment to address the universal humanitarian issues that underpin the FAO's mission: to build a food-secure world for present and future generations. The Zero Hunger goal can become a reality if everyone works together.

List of UNICEF Goodwill Ambassadors

This is a list of UNICEF Goodwill Ambassadors and Advocates, who work on behalf of the United Nations Children's Fund for children's rights.

Mpule Kwelagobe

Mpule Keneilwe Kwelagobe (born November 14, 1979) is a Botswanan investor, businesswoman, model, beauty queen who was crowned Miss Universe 1999 and current President of Miss Universe Botswana Organization. She was the first black African woman to win an international beauty pageant title and the first debuting nation in nearly four decades. Kwelagobe has been recognized as a human health rights activist, especially for her fight against HIV/AIDS and advocacy for youth and women to have greater access to sexual reproductive education and services. She is the co-founder of QuesS Capital LLC, a private equity firm with investments in financial services, renewable energy and agriculture in Africa and South Asia.

Office of the United Nations High Commissioner for Refugees Goodwill Ambassador

UNHCR Goodwill Ambassadors are celebrity representatives of the Office of the UN High Commissioner for Refugees (UNHCR) who use their talent and fame to advocate for refugees.

Pongchanok Kanklab

Pongchanok Kunklab (Thai: พงศ์ชนก กันกลับ) (born 7 October 1991) is a Thai athlete and winner of Miss Thailand World 2009. Kanklab is from Bangkok and has represented her country in taekwando competitions. In January 2010, the World Taekwondo Federation chose Kanklab as their Goodwill Ambassador.

Shehzad Roy

Shehzad Roy (born 17 February 1979) is a Pakistani singer, social worker and humanitarian. He started his singing career in 1995 and has recorded six albums since. He has recorded many hit songs such as "Saali," "Teri Soorat" and "Kangna," but is most famous for his 2008 socio-political album Qismat Apney Haath Mein. Roy is also the president and founder of Zindagi Trust, a non-government charitable organisation, that strives to improve the quality of education available to the average Pakistani.Roy has recently produced and hosted 2 documentary series, Chal Parha, about the state of public education in Pakistan, and Wasu aur Mein, which follows the travels of Shehzad and a villager and deals with issues like progress, poverty and patriotism in Pakistan.

He received Tamgha-i-Imtiaz in 2005, Sitara-i-Eisaar in 2006 and Sitara-i-Imtiaz in 2018. He was also selected to be a torch bearer for the 2008 Olympics.

The Real Ambassadors

The Real Ambassadors is a jazz musical developed in the late 1950s and early 1960s by Dave and Iola Brubeck, in collaboration with Louis Armstrong and his band. It addressed the Civil Rights Movement, the music business, America’s place in the world during the Cold War, the nature of God, and a number of other themes. It was set in a fictional African nation called Talgalla, and its central character was based on Armstrong and his time as a jazz ambassador.

Tushar Gandhi

Tushar Arun Gandhi (born 17 January 1960) is the son of journalist Arun Manilal Gandhi, grandson of Manilal Gandhi and great-grandson of M.K. Gandhi. In March 2005, he led the 75th anniversary re-enactment of the Dandi March. From 2007 to 2012, he was the Goodwill Ambassador of the CISRI-ISP Intergovernmental Institution for the use of Micro-algae Spirulina Against Malnutrition.

UNESCO Artist for Peace

UNESCO Artists for Peace are international celebrity advocates for the United Nations agency UNESCO. This category of advocate is intended to heighten public awareness in addition to the categories UNESCO Goodwill Ambassador, UNESCO Special Envoy and UNESCO Champion for Sport. The programme started in 1995.

UNESCO Goodwill Ambassador

UNESCO Goodwill Ambassadors are celebrity advocates of UNESCO (not diplomatic ambassadors) who use their talent or fame to spread the UNESCO ideals, especially attracting media attention. Other specialized categories of advocate include UNESCO Artist for Peace, UNESCO Champion for Sport and UNESCO Special Envoy.

United Nations Development Fund for Women

The United Nations Development Fund for Women (UNIFEM, from the French: Fonds de développement des Nations unies pour la femme) was established in December 1976 originally as the Voluntary Fund for the United Nations Decade for Women in the International Women's Year. Its first director was Margaret C. Snyder, Ph.D. It provides financial and technical assistance to innovative programmes and strategies that promote women’s human rights, political participation and economic security. Since 1976 it has supported women's empowerment and gender equality through its programme offices and links with women's organizations in the major regions of the world. Its work on gender responsive budgets began in 1996 in Southern Africa and has expanded to include East Africa, Southeast Asia, South Asia, Central America and the Andean region. It has worked to increase awareness throughout the UN system of gender responsive budgets as a tool to strengthen economic governance in all countries.

United Nations Development Programme

The United Nations Development Programme (UNDP) is the United Nations' global development network.

Headquartered in New York City, UNDP advocates for change and connects countries to knowledge, experience and resources to help people build a better life for themselves. It provides expert advice, training and grants support to developing countries, with increasing emphasis on assistance to the least developed countries. It promotes technical and investment cooperation among nations. The status of UNDP is that of an executive board within the United Nations General Assembly. The UNDP Administrator is the third highest-ranking official of the United Nations after the United Nations Secretary-General and Deputy Secretary-General.To accomplish the SDGs and encourage global development, UNDP focuses on poverty reduction, HIV/AIDS, democratic governance, energy and environment, social development, and crisis prevention and recovery. UNDP also encourages the protection of human rights and the empowerment of women in all of its programmes. The UNDP Human Development Report Office also publishes an annual Human Development Report (since 1990) to measure and analyse developmental progress. In addition to a global Report, UNDP publishes regional, national, and local Human Development Reports.UNDP is funded entirely by voluntary contributions from member nations. The organization operates in 177 countries, where it works with local governments to meet development challenges and develop local capacity. Additionally, the UNDP works internationally to help countries achieve the Sustainable Development Goals (SDGs). UNDP was one of the main UN agencies involved in the development of the Post-2015 Development Agenda.

UNDP works with nations on their own solutions to global and national development challenges. As they develop local capacity, they draw on the people of UNDP and its wide range of partners. However UNDP offers to help only if the different nations request it to do so.

United Nations Messengers of Peace

United Nations Messenger of Peace is a title bestowed by the United Nations to "distinguished individuals, carefully selected from the fields of art, music, literature and sports, who have agreed to help focus worldwide attention on the work of the United Nations."

The messengers are initially chosen for a period of three years; although three of the current twelve messengers, Michael Douglas, Jane Goodall, and Yo-Yo Ma have served for more than ten years.

The Messengers of Peace scheme was instigated in 1997 as a central addition to the system of UN goodwill ambassadors and honorary ambassadors, which has been run by the different UN agencies since 1954, when UNICEF appointed Danny Kaye as its first goodwill ambassador.Whilst the goodwill and honorary ambassadors mainly promote the work of the UN agency they are ambassador for, the messengers of peace are intended to promote the work of the United Nations in general and are appointed directly by the Secretary-General of the United Nations.

United Nations Population Fund Goodwill Ambassador

UNFPA Goodwill Ambassadors are celebrity advocates of the United Nations Population Fund (UNFPA) and use their talent and fame to advocate for the human right of reproductive health.

World Health Organization Goodwill Ambassador

WHO Goodwill Ambassadors are celebrity advocates of the World Health Organization (WHO) and use their talent and fame to advocate for health and well-being.

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