Do good causes allow you to bully and degrade people?
There are so many things wrong with this video. It’s thoroughly disappointing when people do despicable things in the name of a “good cause” like tricking and in the process discriminating against models who are just trying to do their job. It’s almost as if the worthy cause has given the creators of this ad a license to commit hate crime.
Let’s recap what happened. Save The Children tricked a bunch of male and female models into participating in an ad for a “very sexy brand”. They are asked to read out a bunch of lines in a very seductive and sexy manner. There is clichéd “sexy” music playing in the background as the models are asked to read out “What is sexy” and “What are your deepest desires” and “Lust” in the most alluring way possible.
Then out of nowhere, the coordinator urges them to sound “really sexy this time” and read out the following lines:
Almost 800 mothers and 18,000 young children die each day, mostly from preventable causes
In 2012, 6.6 million children under 5 died. Half of them were living in fragile and conflict areas and most of their deaths could have been prevented.
1 out of every 7 children die before their fifth anniversary
Now what’s really disturbing is that these models didn’t know what to do. It was evident that most of them didn’t want to continue, but the coordinator persuaded them to keep going. One poor guy went out to take a walk, while others just felt disgusted with themselves.
But why should they? They are all upcoming models who simply agreed to do a commercial. This was their job.
What were the producers trying to achieve? It seems as though they are trying to highlight that people are mainly consumed with being sexy and generally unaware.
But wait a minute. Aren’t these guys models? This is what they do for a living.
We are in no way suggesting that child mortality rates are something to take lightly. In fact, it’s truly remarkable when people and organizations raise awareness over the plight of deprived kids. However, surely there’s a better way to get the message across?
In all honesty, this was painful to watch. Making these people say these lines was not compelling in any way. For what it’s worth, the models seemed intelligent and were visibly perturbed by the situation. We missed the connection, if there was any.