Earlier this month, the Obama Administration appointed Latin American pop star Shakira to the White House Initiative on Educational Excellence for Hispanics Commission. This certainly is not your typical Celebrity Endorsement deal, but it's smart and has great strategic alignment. And it's working. Shakira has appeared at meetings and made public statements about the cause that have been covered by news and entertainment sources that normally wouldn't cover the story without Shakira's celebrity draw. She's even posting her involvement on the front page of her website.
While Shakira brings her own knowledge and her celebrity persona to the committee's cause (read Shakira's While House Blog to find out more about the commission and issues), it's doubtful that Obama's only reason for calling on Shakira is to promote Hispanic education in the United States. With the presidential campaign season well under way, this is a great way to embrace and engage Latin American voters. Both the commission's mission and the alliance with Shakira paints a very nice picture of Obama for the growing Hispanic population headed to the polls in November 2012.