Amy Biehl ads causing a stir

Directed by Ryan Haidarian from GROUNDGLASS [Creative Productions], the ads offer a stark and gripping portrayal of what will happen to underprivileged youths should they not receive the education so desperately needed in townships and other poverty stricken areas. In the ads, shot entirely as non-profit work by GROUNDGLASS and dedicated crew and suppliers, one of the young boys stares into the camera and states: "Hello my name is Thomas. In 10 years time we will meet at a stop street, I will walk up to your car and put a gun to your head, if you don't get out of your car, I will shoot you." The commercial ends with the line: "With no education, this is a likely future... Educate. Educate. Educate."

The concept from Saatchi and Saatchi, Cape Town was always going to be hard-hitting, but it is proving too hard for some to accept. The first three commercials, shot in Khayelitsha, were refused by the SABC in their original content. According to Leyla Haidarian, director of media relations at the Amy Biehl Foundation, the SABC had not responded negatively when they had read the scripts, but once they had seen the visuals they said there was no way they could screen them. The initial offer of R1,8m free airtime was withdrawn. The GM of the SABC, Sbu Mangele, has been reported as saying that the national broadcaster found the three commercials inappropriate "as they portray children in a negative light".

MNET and ETV have been flighting the commercials at their own cost and with no small amount of controversy. Accusations of racism have been thrown at everyone involved with the campaign and now they are in danger of being banned.

At the end of the day maybe the ads have served their purpose. Their aim was to make the South African public aware of what the future could hold for young underprivileged South Africans and perhaps that has been achieved. It is our responsibility to ensure that this possible future does not become a reality. Now is the time to start making a significant difference.