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"Eroticising and sexualising": Researcher slams ad campaign featuring pregnant 12 year-old girl

Thread starter Budi
Start date May 25, 2018

Budi

Member

#1

Edit: Update to this story. https://yle.fi/uutiset/osasto/news/...nant_12_year-old_girl_caused_offence/10269265
Plan International Finland has since removed video and photographic material related to the campaign from its website. Paola Suhonen the campaign designer still has the video uploaded on her own channel, changed the Youtube link for that in my original post.

Mkwesha subsequently met with representatives of Plan Finland International over the campaign. At the time the organisation acknowledged her concerns but did not issue an apology for the ads.

Following a meeting on Wednesday involving Mkwesha, two colleagues from Sahwira and representatives of both Plan International Finland and Plan International Global, the organisation said that it was sorry for causing offence.

"We do understand that parts of the campaign have been offensive to some. When we run campaigns, we always listen to feedback and take it seriously," Plan International Finland CEO Ossi Heinänen told Yle News on Friday.

He noted that in spite of the backlash from some quarters, the campaign inspired a positive response. “When the campaign was running, the feedback was hugely positive and we shouldn’t underestimate the ability of people to understand what they see," he remarked.

The NGO also said in a statement on its website that it would not accept any future awards for the ads, and that it would incorporate feedback on the campaign into its work in the future.

Reacting what she perceived as an apology, Mkwesha told Yle News on Thursday that she was "relieved and happy" with the outcome. "This is good for black African girls and children who have been represented in this way by Finnish organisations for the purpose of raising money," Mkwesha said on Thursday.
Mkwesha added that she hopes the Plan case serves as an example to other organisations to remind them “not to use black children in this way without taking into account the dignity of the children, people and countries that they partner with.”

She noted that Plan Finland also pledged to work with partners to discuss how to develop future campaigns. Mkwesha said that her organisation, Sahwira International, will also provide its expertise to ensure that Plan Finland and other NGOs have broad representation.

In a separate statement issued late Wednesday, she said that she is optimistic that in the future, organisations "will be sensitive to the issue of racism, colonial history, racialized power relations; and avoid negative representations that perpetuate racism, prejudices and stereotypes."

She described the outcome as a major accomplishment for her fledgling NGO. "We are a small organisation so this is a big win for us. We have no money, no resources and no permanent staff, we are staffed with volunteers. This shows that we are needed in Finland and can contribute," she concluded.

Full statement from Plan International Finland https://plan.fi/lausuntomme

Plan International Finland ran a three-week campaign on teenage motherhood in August 2017. It featured a child mother from Zambia.

Approximately seven million girls around the world become mothers before the age of 18 every year, two million of them before they turn 15.

In Zambia it is estimated that one in three girls has a child before they turn 18.

While the campaign has garnered strong support from across the world for raising awareness on teenage motherhood and for its creative concept, it has also received criticism.

We acknowledge the concerns raised on the design and execution of the campaign and are sorry that some aspects of the campaign have caused offence.

As a child rights organisation we greatly value all feedback we receive and these play a major role in continuous evolution and improvement of our work.

Our teenage motherhood campaign concluded in Finland last year and our future campaigns will be informed by the feedback we have received. Also, in acknowledgement of the concerns, we will not accept any more awards for the campaign.

We are reminded that teenage motherhood is a lived reality of millions of girls who become mothers when they are still children themselves.

We firmly believe that girls must be able to enjoy their rights and grow to realise their full potential. Motherhood at an early age poses significant health risks, causes education interruptions and poses risks of child marriage and worsening poverty.

The childmother who voluntarily fronted the campaign is an active member of her community and very much part of Plan International’s programmes that promote girls’ rights. She received support from Plan International during her pregnancy and since giving birth to her baby several months ago. We will continue to work with her and her community to build skills and economic resilience and tackle teen pregnancy and child marriage.

Original post and article below
Full story in the link, few quotes below and the campaign video https://yle.fi/uutiset/osasto/news/..._featuring_pregnant_12_year-old_girl/10180236

Is it ever right to use a pregnant child in an advert, even to boost awareness of a pressing children’s rights issue? That’s the question one activist is asking after a celebrity-led awareness campaign by Plan International Finland to highlight child pregnancy and advocate for girls’ rights abroad won a Vuoden Huiput award for best creative design in Finland.

Dr. Faith Mkwesha, founder and executive director of the newly-established Sahwira NGO says she was 'shocked' to see a young girl featured in this way, and adds that the campaign risks perpetuating negative stereotypes of black women. Plan Finland, on the other hand, says it wanted to create a shocking campaign and never intended to sexualise any child.

Anttila said that the decision to run with the depiction of young Fridah was discussed at length within the planning team and that there were no real disagreements on the approach. “We spoke with Plan Zambia and with Plan International. We thought that showing a real girl with a real story would better demonstrate the issue and help to try and change things.”

“We visited the girl and her family and spoke with the community and health workers. We tried to ensure that everyone understood what we were doing. In the end the final decision was guided by the fact that she has a strong support network in her family, the community and Plan Zambia,” Anttila explained.

Dr. Faith Mkwesha, a researcher affiliated with Åbo Akademi’s gender department recalled what she said was the confusion she initially felt when she first saw the ad. “I was shocked when I saw a young girl posing in a sexual manner. Alongside her there was a price tag, which was misleading. On closer inspection, I saw the text, which my [Finnish] husband translated into English,” she recounted.

Mkwesha said that her shock turned to anger when she found out more about the scope of the campaign. “What was disturbing was how the child was displayed. No one seems to see that she needs protection instead of being displayed on a bus stop, on YouTube and in Helsinki’s main shopping district. Is it ethical to display girls in this situation in this way?”

“Finnish people like to see this kind of image to donate money. But it promotes a certain view of black women and girls as hypersexualised and loose. It also creates more black-phobia and increases the fear that black men will sexually assault young girls,” Mkwesha declared.

“Eroticising and sexualising a 12 year-old is not the way. This kind of approach can be read as racism and exploitation. If you really want to help, get black people on your creative teams. Do not exhibit kids in a negative way or in ways that perpetuate stereotypes about black women that date back to slavery and colonialism.”

Responding to Mkwesha’s criticism, Plan’s Eva Anttila said that she agreed that children should always be protected. She stated that the organisation tried to ensure that the girl’s experience was positive and that her voice was heard. Anttila added that Plan supported the girl throughout her pregnancy with pre- and post-natal care and is still supporting her to return to school, which she quit due to the pregnancy.

With respect to the charge that the ads could be read as racist, she said she has recognised this view, but insisted that the campaign is not racist and Plan does not accept racism in any form. "Our aim is not to sexualise any child in this or in any other campaign. We understand the point that we need be more aware now and in the future. We were careful to represent Fridah and the issue in a respectful manner,” she added.

This was surprising to me, I couldn't have imagined the campaign causing this kind of criticism. I do understand that this portrays something racists can twist and turn to push their shit, but that's to be expected for pretty much anything. It's also a harsh reality that these things happen in millions every year so bringing awareness to it is really important to get these kids help, support and to do a change for the future. The accusation of sexualization in the campaign goes bit over my head. What do people in ERA think? Was this a wrong way to do the campaign? How should this subject be treated? Did the campaign designers overlook some serious and maybe obvious issues? I feel if we didn't want racists to hear about these issues, then it wouldn't be talked at all in any form.

Last edited: Jun 23, 2018

Moonkid

Avenger

#2

It's tricky really, there's no right answer when it comes to these type of issues in the media. I think the reveal is done tastefully but I can see Mkwesha's perspective. Unsure of what to make of the set up though.

B_Spooky13

Member

#3

With this type of subject I think its hard to get across the problem with just words. While I can see Mkweshas problem.. But if the child understands what she's doing for a good cause and get awareness out there. I don't see a problem.. And calling the ad sexualizing is a bit over reaching

Jessie

Member

#4

Dr. Mkwesha's statements come across as more offensive than the ad.

Motherhood is totally natural. But claiming that it's hypersexual and "loose," and that it'll promote black men to sexually assault young girls, is such a crazy leap in logic that it gives me vertigo.

Dude Abides

Banned

#5

Doesnt seem particularly sexualizing to me.

Volimar

volunteer forum janitor

Member

#6

Some people have a hard time living in the real world. Ads like this are meant to shock people with the realization that this is what life is like for a lot of people.

AuthenticM

The Fallen

#7

There is nothing sexualizing about this video.

AlteredBeast

Don't Watch the Tape!

Member

#8

Nothing sexualizing about that video...and yeah, it's shocking...and that's uh, kind of the point?

CrazyIvan1978

Member

#9

Jessie said:
Dr. Mkwesha's statements come across as more offensive than the ad.

Motherhood is totally natural. But claiming that it's hypersexual and "loose," and that it'll promote black men to sexually assault young girls, is such a crazy leap in logic that it gives me vertigo.

I did not read that at all, she states that it will promote a FEAR that black men do this.

Snake Eater

Member

#10

Video seem quite innocent to me, talk about looking to get upset about something

Wamb0wneD

Banned

#11

...Sexualizing?

Corronchilejano

Member

#12

What manner of kinks do you practice to see sexualization in that video?

PoppaBK

Member

#13

Is this from the Onion?

John Kowalski

Member

#14

Dude Abides said:
Doesnt seem particularly sexualizing to me.

Sexualizing not in the sense that it is titillating, but in that it openly evidences that this 12 year old is sexually active.

OP

OP

Budi

Member

#15

CrazyIvan1978 said:
I did not read that at all, she states that it will promote a FEAR that black men do this.

Yup though how can you raise awareness or even report about this issue without some people running with that narrative, I don't think we can. I'm not seeing anything in the campaign that would specifically promote such fear as the campaign is entirely focused on the kids. Like I do understand the concern, but I don't think this campaign could do anything differently to alleviate that. That narrative is out of the campaign creators hands and entirely in the heads of the racists who might want to use this against immigration in example.

D65

Member

#16

...

This ad is to spread awareness

That it does

D65

Member

#17

John Kowalski said:
Sexualizing not in the sense that it is titillating, but in that it openly evidences that this 12 year old is sexually active.

Does it?

...

Deleted member 2226

Banned

#18

John Kowalski said:
Sexualizing not in the sense that it is titillating, but in that it openly evidences that this 12 year old is sexually active.

Horse is already out of the barn on that given that she's visibly pregnant. It's only sexualizing if the term is broadened to mean "acknowledging reality".

I can understand some of the concern, but racists are gonna' racist, and I don't think you should ultimately base your messages on how bad-faith actors will use them. There's plenty of remaining problems with child marriage and pregnancy in parts of the world that aren't Africa.

SmokingBun

Banned

#19

Can we do a background check on this researcher?
His reaction seems overblown and hyperbolic

Pacote

Member

#20

Not AT ALL a sexualizing video and it does its job which is to shock you when the punchline hits.

By you I mean other people because he in Brazil girls from 12~15y getting pregnant is way more common than it should....

Biggersmaller

Member

#21

#1 - There is nothing sexual about this ad.
#2 - There is nothing racist about this ad.
#3 - If a pregnant 12 year old shocks you than that’s a positive change in your life because it’s a harsh reality.
#4 - It’s shameful to point at a real girl and write that merely featuring her in this ad perpetuates a stereotype.

My mom made shit money working a teen crisis center in the inner city neighborhood I was raised in. This is not just an Africa problem. People need to promote women’s health to address the actual problem with this ad: a pregnant 12 year old.

CrazyIvan1978

Member

#22

SmokingBun said:
Can we do a background check on this researcher?
His reaction seems overblown and hyperbolic

This is how she describes herself: “As a Black woman from Southern Africa, born and grew up in Zimbabwe, emigrated to South Africa, and then emigrated to Finland because of marriage, a mother, a wife and a professional in my own right.”

John Kowalski

Member

#23

D65 said:
Does it?

...

I think that's what she means, though I guess the ad makes no comment on consent, which these ads usually do.

D65

Member

#24

John Kowalski said:
I think that's what she means, though I guess the ad makes no comment on consent, which these ads usually do.

Bruv she's 12

Keasar

Member

#25

That got really depressing, damn...

John Kowalski said:
I think that's what she means, though I guess the ad makes no comment on consent, which these ads usually do.

The end gave me all the comments I needed in regards to that. The music stopping, her smile fading, the message on the side, it really says that there was no consent involved whatsoever.

Eduardo Corrochio

Banned

#26

But it promotes a certain view of black women and girls as hypersexualised and loose.

If this is what you see when confronted with this then fuck you.

SmokingBun

Banned

#27

CrazyIvan1978 said:
This is how she describes herself: “As a Black woman from Southern Africa, born and grew up in Zimbabwe, emigrated to South Africa, and then emigrated to Finland because of marriage, a mother, a wife and a professional in my own right.”

Then with such a globe trotting history, growing up in poorer nations, you'd think she would understand the context of the ad
It's not celebratory in the least, rather it displays an uncomfortable truth
How do you get Kardashian style "hypersexual & loose" from what is clearly the image of an abused child?

sonofsamsonite

Member

#28

I don't see anything particularly sexualizing in the commercial, and the end is stark and shocking. It also seems to be for a good cause. Maybe an argument can be made about whether they did enough to protect the actual pregnant child in the video from exploitation, I dunno.

CrazyIvan1978

Member

#29

SmokingBun said:
Then with such a globe trotting history, growing up in poorer nations, you'd think she would understand the context of the ad
It's not celebratory in the least, rather it displays an uncomfortable truth
How do you get Kardashian style "hypersexual & loose" from what is clearly the image of an abused child?

We all have a different perspective with which we view things, that is how she views it. There is no right or wrong way to perceive this, there is just perception IMO.

OP

OP

Budi

Member

#30

Few years earlier there was a campaign for the same cause but it didn't involve such a personal story as this one, still very effective. So maybe it wasn't necessary to involve the girl, but from what I gather she and her family also wanted to share the story and this campaign gave her a voice.
And since consent was brought up here, here's a campaign video for sexual abuse. Hits hard with disgust, anger and sadness.
Plan International website https://plan-international.org/
And for those in the US https://www.planusa.org/

Last edited: May 25, 2018

Speevy

Member

#31

Well, I mean girls shouldn't be pregnant at 12 full stop, but I don't see anything offensive in that advertisement.

SmarmySmurf

Banned

#32

Seems like a hysterical overreaction to me.

Daschiel

Member

#33

I watched the video twice, showed it to my sister and mother, 2 coworkers(females) and we all agree there's nothing sexualizing on the video. People need to chill and pay attention.

OP

OP

Budi

Member

#34

Updated the OP since Plan International Finland has removed the campaign material because of the criticism. https://yle.fi/uutiset/osasto/news/...nant_12_year-old_girl_caused_offence/10269265

AuthenticM

The Fallen

#35

Budi said:
Updated the OP since Plan International Finland has removed the campaign material because of the criticism. https://yle.fi/uutiset/osasto/news/...nant_12_year-old_girl_caused_offence/10269265

wow

BladeoftheImmortal

Banned

#36

Doesn't seem as bad as they say

kmfdmpig

The Fallen

#37

So turn a blind eye to a legitimate issue instead?
What's next - don't cover news of child soldiers for fear that some will interpret that to mean that people in those regions are prone to violence, as opposed to them being put into an awful situation?

Sanitizing reality because people don't like the potential implications of it does not seem like a good solution to me. If the data presented about the number of young children who become pregnant in developing nations is wrong then that's a valid critique. Otherwise it's just nonsensical critiques of a valid attempt to raise awareness.

SapientWolf

Member

#38

I watched the video and now I'm starting to get angry at the people criticizing it. It reminds me of the people in the states that attack sex education.

Deleted member 1067

User Requested Account Closure

Banned

#39

Deleted member 888

User requested account closure

Banned

#40

This seems like the Pope going over to Africa and telling everyone condoms/contraception is a sin just to keep aids spreading at the rate it does because "The big man in the sky is offended at you using condoms".

The ad isn't sexualized at all, it's clearly trying to tackle this by being transparent and honest, but somewhat tasteful due to the reality of underage pregnancy

lan International Finland ran a three-week campaign on teenage motherhood in August 2017. It featured a child mother from Zambia.

Approximately seven million girls around the world become mothers before the age of 18 every year, two million of them before they turn 15.

In Zambia it is estimated that one in three girls has a child before they turn 18.

But you know, just sweep this shit under the rug like the rampant contraception issues in parts of the world because "don't want to offend the average person who's clueless". The irony being usually things like this are to try and catch the attention of the average person who may have poor knowledge of international affairs/concerns.

Is it ever right to use a pregnant child in an advert, even to boost awareness of a pressing children’s rights issue? That’s the question one activist is asking after a celebrity-led awareness campaign by Plan International Finland to highlight child pregnancy and advocate for girls’ rights abroad won a Vuoden Huiput award for best creative design in Finland.

Yes, if it can be done tactfully. Don't bury your head in the sand and scream from your ivory tower "I'm offended" around serious global issues. Educate the population and hopefully try and deal with concerns and social issues.

Medalion

Banned

#41

Speevy said:
Well, I mean girls shouldn't be pregnant at 12 full stop, but I don't see anything offensive in that advertisement.

I believe that is the point... the sexualising is the fact they show 12 year old girls CAN get pregnant... offends their sensibilities

MistakenMobius

Banned

#42

In Norway and France they decided to use white girls for this kind of campaign to avoid offending people but then people complains that it was not realistic at all and was touching no one so they just stopped doing campaign on the topic.

OP

OP

Budi

Member

#43

MistakenMobius said:
In Norway and France they decided to use white girls for this kind of campaign to avoid offending people but then people complains that it was not realistic at all and was touching no one so they just stopped doing campaign on the topic.

Huh this is interesting. In the Sahwira-Africa website they went hard after the "white saviour complex" which they say this campaign is about. And while there are teenage pregnancies in Finland too, it's not really nearly as common or doesn't happen to as young as it does in Zambia in example, where the girl in the campaign is from. It's just really weird to me to make this be about "white saviours" when to me it's about helping young girls/children in very unpriviledged position. Using one of these girls in the campaign just makes perfect sense to me. Similarly when Unicef raises awareness and promotes a charity, they use footage of actual people who are struggling. They don't hire local white kids to pretend they are starving or ridden with sickness. When there's charities to help local kids, to fund a new children's hospital or equipment for it, then the charity organization in question uses the local kids in the campaign by visiting childrens hospitals and doing interviews etc. Labeling a charity work and awareness campaign to be "white saviour complex" is really odd to me. Dr. Mkwesha who has been the head of the backlash against the campaign also tweeted out this image.

Wackamole

Member

#44

Plan is one the best organisations imo. They really want to improve the position of women and girls around the world.

Dingens

Circumventing ban with an alt account

Banned

#45

I guess I'm just an ignorant bigoted European because I still don't get why this was supposed to be offensive to anyone. Is it because girls can get pregnant at young age and don't magically receive their vaginas at age 18 after passing some coming of age exam? Is it because girls that young can't possibly have Sex? and especially, what does skin colour have to do with anything in this case? People get offended by Hollywood's whitewashing, but seriously demand whitewashing for this case because... what? black girls can't get pregnant at young age?
I just can't wrap my head around this. Is anyone from the offended party deeply religious or something similar?

Milk Lizard

Banned

#46

Budi said:

jesus i hope that guy was paid well, to be the face of fucking pedophilia in this ad

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