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. 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.

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.