Feed a Child apologises for ad
The public relations company and aid organisation responsible for the controversial advert depicting a black child as a dog has apologised for any offence caused.
Ogilvy and Mather South Africa, the agency that sponsored the advert for Feed a Child and came up with the concept, said the advert was meant to raise awareness about malnutrition and the plight of South Africa’s hungry children.
In a statement, the company said it was aware of the negative reaction to the commercial and had withdrawn the advert after receiving an official complaint from the Advertising Standards Authority of South Africa. “It was not our intention to offend in anyway, and therefore we unreservedly apologise for any offence caused.”
The advert’s portrayal of a black child being fed treats by a white woman in various scenarios in her home, concluding with the tagline: “The average domestic dog eats better than millions of children”, was met with mixed reactions.
Women And Men Against Child Abuse (WMACA) called for an apology from Feed a child.
“Feed a Child should apologise for its degrading advert that has insulted and misrepresented the state of children, women and dogs in South Africa,” the organisation said.
It accused Feed a Child of perpetuating racial stereotypes.
“Feed a Child talks about uplifting human dignity but what they have achieved with this ad is exactly the opposite, including reinforcing stereotypes when those of us actually working with children and women on a daily basis in all communities see poverty and suffering in all the races,” said WMACA director Miranda Jordan Friedmann.
Meanwhile during an interview with ENCA, Feed a Child founder and CEO, Alza Rautenbach said the advert was made to get reaction from the public that there were hungry children.
“The reason was not to stir a negative reaction and to offend anyone; we do apologise for that part… to us it was a woman and a child,” Rautenbach said.
Both positive and negative reactions to the advert were received, she said, but added that despite responses that the advert was racist, in the organisation’s view, it did not “look at colour; there isn’t a black and white”.
Further, Rautenbach conceded that the organisation did not consult widely on the advert and the tagline was not based on researched facts but anecdotal.
She said the advert including the organisation’s view on the advert was still available on YouTube, but a decision would be made on 9 July as to whether the advert would be withdrawn.
