Charity’s ad racist, say viewers

2014-07-04 20:10
A screengrab from the Feed a Child ad. (YouTube)

A screengrab from the Feed a Child ad. (YouTube)

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Cape Town - An advertisement showing a child being fed scraps like a dog has sparked huge controversy, the Cape Argus reported on Friday.

 The ad shows a young black boy being fed by a white woman and was posted by Feed a Child.

Many users on YouTube complained that the ad was racist and “insulting to children”.

“this is an untrue way of life. it reflects that white people only are the rich and suppress the african children (sic),” wrote Martin van der Walt.

Charmaine Gxilishe said Feed a Child “could have use a real dog to emphasise” its point.

But the charity’s Arnau van Achterbergh, wrote in a comment on YouTube: “Feed a Child aims to provide support for the devastating impacts caused by poverty and malnutrition in South Africa.

“Our main mission is to make people aware of the fact that there are thousands of children out there that we work with on a daily basis that don’t even have access to one meal per day.

“Our most recent television commercial is based on this shocking societal truth - many domestic animals in this country are better fed than many children. The commercial is intentionally emotive to trigger the necessary awareness on this issue to generate engagement and contributions. There was no intention to cause offence.”

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