I had intended to post about this a long time ago, but hey, it’s better late than never eh? You might remember back in November last year, I posted a parody video Who Wants to be a volunteer? by The Norwegian Students’ and Academics’ International Assistance Fund.
Back in December, they held their annual Rusty Radiator Award in Oslo for charities using damaging development stereotypes in their advertising campaign. You’ll know from reading my previous posts that I believe that these stereotypes are not only unfair on those people portrayed in the adverts, but also perpetuates disempowering misconceptions and hinders long-term, effective development.
The winner of the award, as decided by social media voters, was South African aid organisations Feed A Child advert, the MOST ridiculous and offensive portrayal of a white women feeding a black child like a dog.
Jury’s comments: Completely ‘White Saviour’. David had to turn it off after 10 seconds. Racism isn’t something of 200 years back, it’s something very present in South Africa today. It’s interesting how this was produced by one of the biggest advertising companies in the world, and how they got it so very wrong. The message doesn’t justify using the same stereotypes to both raise awareness and steal agency. The poor are already depicted as incapable of their own rescue, now they are being compared to dogs. What next? Is there a score worse than 0?
Others shortlisted, include: