Critics slams Kairo Forbes over new campaign for back-to-school with Khumo

Award-winning child influencer Kairo Forbes, the daughter of DJ Zinhle and the late rapper AKA, is at the centre of a social media storm after appearing in Ackermans’ latest back-to-school advertising campaign.

The campaign, which also features "Scandal" actor Khumo, has sparked criticism from some who believe the retailer should have given the opportunity to less privileged children.

Facebook user Gomolemo Moela voiced their concerns, writing, "I'm not against Ackermans using Kairo and Khumo to advertise uniforms. But these kids are already privileged. Khumo has a role on Scandal, and Kairo is the daughter of DJ Zinhle and the late hip hop star AKA.

"They probably go to schools that don’t even wear uniforms they’re advertising... Ackermans real customers are grandmothers from villages who swipe their SASSA cards to buy uniforms for their grandchildren whose parents are affected by unemployment in this country. Let disadvantaged kids get an opportunity to advertise... Since they are the real customers..."

Twitter user @joy_zelda echoed similar sentiments, questioning the representation in the campaign, "We need to be honest about Kairo,why is she getting to be on every AD,First it was Nedbank now it's Ackermans yet she has rich parents and got enough of everything,While many underprivileged children are poor and not recognized Black South Africans kids also deserve this life."

However, the backlash also saw an outpouring of support for Kairo and the brand's choice.

South African musician Lady Du defended Kairo, saying, "This child has been through enough already!!!! She lost her father, she’s trying so hard to cope you can see it. If ackermans wants to choose kairo who are we to even want them to chose someone else. Stop making kids trend!!!!!! They get bullied in schools they see your posts. Leave the kids alone!!!!!!!!"

Another user, @amira2423, highlighted the business perspective behind the decision.

"Kairo has a huge following if they use her people will buy why should black people think that they are entitled to things, Kairos parents worked hard to make sure she gets these opportunities uyanya."

@TheQueencess further clarified the collaboration, noting, "Kairo is a brand that is why u see Kairo x Ackermans, she stocks her clothing brand at Ackermans so this is a business collaboration. She is an award winning kid influencer, so it’s a win for Ackermans marketing."

This is not Kairo’s first partnership with the retailer. In September, she launched a spring/summer children’s collection with them, which was widely celebrated.

With over a million Instagram followers and an award for her influence, Kairo is one of South Africa’s most prominent child stars.

IOL