Dr. Faith Mkwesha, who is the founder and executive director of Sahwira Africa International non-government organization, expressed shock when she first saw the Plan International maternity wear in a campaign using a 12-year-old Zambian girl called Fridah.
Sahwira Africa International has an African resource center that organizes cultural activities and consultancy on African culture and development issues.

Dr. Faith Mkwesha.
Dr. Mkwesha, an Åbo Akademi researcher, sees a lot of problems with the Plan International Finland’s campaign which used Finnish couture designed clothes by Paola Suhonen and photographed by photographer and journalist Meeri Koutaniemi.

Pictures of the 12-year-old pregnant Fridah. Source: Plan Finland.
“I was shocked when I saw the advert for the first time at a bus stop, but at closer inspection of the whole campaign and other things came to light,” she said. “For one, this campaign is by white people and how they perceive black girls and women. The pictures reinforce that black girl children, not teenagers, are sexually promiscuous and black men as pedophiles. It also encourages black phobia.”
While there are unwanted pregnancy cases among girls in all cultures, Dr. Mkwesha asks, “what would happen if a Finnish white European twelve-year-old pregnant girl would be pictured and portrayed in such a sexual manner?”
Continue reading “Plan Finland campaign: Using a pregnant African girl for all the wrong reasons”











