NGO apologises for 'racist' child ad

2014-07-09 09:11
A screengrab from the Feed a Child ad. (YouTube)

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

Multimedia   ·   User Galleries   ·   News in Pictures Send us your pictures  ·  Send us your stories

kalahari.com

Johannesburg - Feed A Child SA has apologised after its advertisement, meant to raise awareness about starving children, drew heavy criticism.

"We apologise for the advertisement. It was not intended to cause harm to anyone," chief executive Elza Rautenbach told Sapa on Wednesday.

The advert which was aired on television, showed a white woman having a meal and feeding a black child who is kneeling on the floor.

The child is fed as if he was a dog.

Many people expressed their outrage via social media at the ad over the way the black child was portrayed in the advertisement. Many called for Feed A Child SA to apologise and withdraw it.

Rautenbach said Feed A Child SA would still retain its relationship with the advertising agency, Ogilvy and Mather Cape Town, which produced the advertisement.

"They are a good agency, we have started working with them only recently."

The ad, however, has been removed from YouTube.

It would continue with its work of feeding hungry children.

Rautenbach said: "We are moving on, and continuing to do our day to day work, raise funds and feed our younger generation."

According to the organisation's website, one in 10 children suffers from severe malnutrition and dies within the first 12 months of life.

More than one in five are physically underdeveloped due to malnutrition.
- SAPA
Read more on:    media  |  social media
NEXT ON NEWS24X
SHARE:

Read News24’s Comments Policy

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
66 comments
Comments have been closed for this article.
 

Inside News24

 
/News
 

Get fit on a budget

It’s time to throw the “I can’t afford to exercise” excuse out the window.

 
 

Where were you when you last felt alive?

Tips for paddling your first Dusi
Climbing the world’s largest stone arch
Awesome extreme sports people
Watch: 2015 Absa Cape Epic route

Jobs in Cape Town [change area]

Property [change area]

Travel - Look, Book, Go!

Magical Massinga

Spend 5 nights at the gorgeous Massinga Beach Lodge in Mozambique and only pay for 4 from R13 220 per person sharing. Includes return flights, accommodation, transfers and romantic turndown. Book now!

Kalahari.com - shop online today

Seen something you like in our catalogue?

Find the perfect gift and save up to R5000 – As seen on the catalogue. Hurry and shop now!

Save up to R1000 on Hisense smartphones!

View the large range of Hisense smartphones. Buy today and save up to R1000!

Toys 4 for the price of 3

Buy 4 toys and get the cheapest FREE! Offer valid while stocks last. Shop now!

Mind blowing prices – As seen on TV

Get mind blowing prices on 1000’s of products! Shop now.

Deal of the week!

Save R1200 on the Samsung 48” smart full HD LED television now only R8799. Buy now!

OLX Free Classifieds [change area]

Samsung Galaxy s4

Mobile, Cell Phones in South Africa, Western Cape, Cape Town. Date October 24

Best bargain in big bay

Real Estate, Houses - Apartments for Sale in South Africa, Western Cape, Cape Town. Date October 25

VW Golf 6, 1.6 Trendline (Excellent condition)

Vehicles, Cars in South Africa, Western Cape, Cape Town. Date October 25

Horoscopes
Aquarius
Aquarius

You may prefer to be in charge because then you can call the shots. You are not as flexible as you like to make out to be and you...read more

There are new stories on the homepage. Click here to see them.
 
English
Afrikaans
isiZulu

Hello 

Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.


Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.

Settings

Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.








Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.