How did Eskort, a major household brand, priding itself on its positioning as a wholesome, family-oriented company, react when accused of ‘othering’ adopted children? Instead of withdrawing its advert, and apologising publicly to the adoption community, it trivialised their concerns. This in a country where adoption is under threat and the lack of acceptance of adoptees an ongoing source of pain.
In Connected Lives, Nolwazi Mkhwanazi & Lenore Manderson (Editors). HSRC Press. Cape Town, South Africa.)