Ahmed Kathrada Foundation responds to H&M advert

The Ahmed Kathrada Foundation wrote to H&M stores on January 11 requesting a meeting following the company’s advert.

The foundation requested the meeting to get clarity from H&M concerning the approval of the advert and how the advert could have passed by the company’s marketing team and its management without the racial undertones being spotted.

A letter sent to H&M’s global headquarters and its local offices stated, “It is of serious concern that your company published the advert without considering the historical context of how the word and image of a ‘monkey’ [have] been used to racially demean black people for generations.”

H&M has subsequently agreed to a meeting with its country manager, which the foundation is considering.

“The foundation would use the opportunity to urge H&M to see the incident as a platform to effect change within the company. We want to get an understanding from the South African offices of how they have understood the incident and to get an overview of how they intend to remedy the situation,” said Neeshan Balton, the foundation’s executive director.

“We would also like to communicate to them why they have a responsibility to do more to ensure that the company understands the anger that the racist advert has generated. We intend expressing why it is imperative that H&M’s directors, management and its marketing division, both globally and locally, undergo compulsory anti-racism and diversity training so that there can be a change of attitude within the company around issues related to race.”

Balton added that the foundation had intended on organising a series of peaceful demonstrations, however, following the weekend’s protest by the Economic Freedom Fighters (EFF) the demonstrations were cancelled.

“While it was important for racism to be challenged, and to be challenged visibly, the foundation would have preferred that protest action around the issue be undertaken without vandalising stores,” said Balton.

Balton said that challenging and eliminating institutional racism involves working with organisations and companies to make sure that they not only recognise the issues at hand but remain committed to changing policies, structures and procedures to conform to anti-racist values.

“We would, however, like to commend South Africans for ensuring that the issue remains a talking point and we hope that the strong condemnation of the advert is translated into meaningful action against racism within the retail and advertising sector as a whole,” said Balton.

Balton also took the opportunity to announce that this year’s Anti-Racism Week will be held from the 14 to 21 March. The proposed theme is Rooting out Racism.

“We hope that we can garner the efforts of all South Africans during this period, not only in raising awareness about racism but in generating ideas on how to root out deep-seated racism within various sectors,” Balton concluded.