Sports stars back degraded development

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.