Comic Relief drops ‘celebrity tourists’ from its campaigns
Critics say decision to end ‘white saviours in Africa’ films may reduce public donations to charities
COMIC Relief is to stop using celebrities to lead fundraising campaigns in Africa amid concerns about “white saviour” stereotypes, even though its chief executive has admitted charities may lose money as a result.
Liz Warner, a former TV commissioning editor and executive who received awards for her commitment to diversity in the industry, said the change was in response to criticism over its fundraising videos.
Last year a film of singer Ed Sheeran in Liberia won the “Rusty Radiator”, an award given by an organisation that highlights clichéd and stereotypical charity campaigns. The campaign described it as “literally poverty tourism” and named it the “most offensive” campaign of 2017. Last year, the Labour MP David Lammy criticised Red Nose Day for being “tired and patronising.”
The Disasters Emergency Committee said it, too, was considering changing its approach after its videos were criticised. Two – involving actors Tom Hardy and Eddie Redmayne, which targeted the Yemen crisis and East Africa famine – were nominated for “Rusty Radiators” last year.
But experts say celebrities traditionally connect with lay audiences about emotive issues. John Baguley, a charity adviser, said: “Celebrities help reach audiences that normally would not be reached. “They can be very effective in that they have a huge amount of people who follow them on social media.” But he conceded the change would be positively received in some quarters – by a “sophisticated, educated audience that might look a bit askance at anything that smacks of imperialism”.
Speaking in The Guardian before last night’s broadcast of Sport Relief, Ms Warner admitted the new strategy was a risk, as celebrity-led campaigns were guaranteed fundraisers. Rob Wilson, the former charities minister, called the change “very disappointing”. He said: “While I am no fan of the celebrity culture that has developed, I do recognise the impact celebrities can have in helping to connect with the public, whatever their colour. Lenny Henry has done an outstanding job over many years fronting Comic Relief.
“But our biggest celebrities are the Royals, and Prince Harry in particular has done an enormous amount to help charities in Africa. Is Comic Relief really saying white people have nothing to say or contribute in providing a focus on these very real issues?”