Feed a Child responds after controversial ad causes social media uproar

“The average domestic dog eats better than millions of children.”

It was a statement hoping to urge the public into helping to to feed hungry children, but it’s become part of a controversy that has taken social media by storm. Feed a Child’s latest ad, which depicts a rich woman feeding a young boy scraps off her plate as though he is a dog, has left the NGO attempting to placate offended viewers.

In a statement, the organisation said that while 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”. It has also released a video response from its founder, who explains the motivation behind the advert:

The move comes after the organisation removed the original ad from YouTube in the wake of negative feedback in the form of YouTube comments, as well as tweets and posts on its Facebook page.

Definitely the wrong way to get a message across. Who approves these ads? Hugely racist. What do you think? feed a child #feedachild

— Alexander Hämpel (@AlexanderHampel) July 7, 2014

That FeedaChild advert should have never been aired. That black child is portrayed as a servant & service dog. Such things aren't acceptable

— Avuyile Rebe (@AvuyileRebe) July 7, 2014

@AfricasaCountry So, no one at FeedAChild looked at this, and went, well, that could possibly be the worst idea ever? Literally no one? SMH.

— Daniel Keevy (@DanielKeevy) July 5, 2014

Ogilvy & Mather South Africa, the advertising agency behind the advert, has also issued a statement after receiving an official complaint from the Advertising Standards Authority of South Africa, saying it “unreservedly” apologises for any offence caused.

The ad is still available online through other sources.