Cape Town has a way of giving you lemons; then turns around and says it gave you honey. First, it was the open toilets. And now, the #InclusiveCity anti-racism campaign, which is led by a mostly white ad agency – King James Group.
Understandably, it’s unpopular with black people, the same people it hoped to target and reassure. This is for a simple reason, white people are so removed from the black experience that they have no insight or understanding of what it means to be black and what it’s like to experience white racism.
What became obvious about the campaign to anyone with a modicum of critical thought was that it was false, misguided, and succeeded only to further alienate black people from this lovely city.
King James Group is, simply, white. The last time I checked King James Group (Cape Town) had three black creatives and about six black staff in total. So how is a predominantly white team going to succeed in creating an anti-racism campaign when its company profile shows not a hint of transformation? It is like asking the domestic abuser to come up with an anti-domestic abuse campaign.
The result, predictably, is the silencing of the voice of the victim by his victimiser, which only agitates tempers as we’ve witnessed with the social media backlash.
This is the kind of insult Cape Town blacks have come to expect from the city. It comes from the misguided belief that there are only “incidents” of racism and not – as every black person knows and experiences – a systemic oppression of blacks.
I’m certain, in this regard, that King James has a very good excuse for not having any blacks in their company, just as #NotAllCapetonians are racist.
In March, this year, our esteemed mayor – the former Pan Africanist – Patricia de Lille, challenged the deputy president to give her examples of these “incidents” of racism after Cyril Ramaphosa had reportedly mentioned incidents where black people were refused bookings at hotels and denied flats to rent owing to the colour of their skin.
I have also experienced the difficulty of finding a flat in Cape Town because I am black, which is exposed in emails by my name. In one case I had to change my name (on email) to that of a white person so I could, at least, view the place. Still, I had to ingratiate myself with the rental agent and plead with her to speak to the owner and to tell him that I am a decent person, who works professionally, and has the manners of the queen – basically, a good black. I did so with my best version of a private school accent and the trick worked but I was left nauseated by the humiliation of the entire ordeal.
I have no doubt that the city would love to be seen as inclusive.
However, how will Cape Town become an inclusive city when obtaining a place to rent in town is still based on one’s skin colour? How is the city to become inclusive when only one race has access to the restaurants and hotels in town? How is the city to achieve this dream of inclusivity when it hires a white ad agency, with one or two black people as staff?
The city does have a diversity of races. However, the way it is organised, all the comfort and security is disproportionately allocated in favour of one race group. Public relations, however well intentioned, doesn’t change these facts. It is curious that after 20 years of democracy Cape Town operates this way.
Racism, the city must surely know, does not only occur only in interpersonal arrangements. Owing to colonialism and apartheid, it is built into the very DNA of South African society.
In its very core and structure. This is the structure that distinguishes and arranges the kind of life each race lives. Black people are always at the bitter end of that equation. I would love for Cape Town to be an inclusive city but I am afraid this will not be so for as long as the city is dishonest about the evident structural racism, as well as the mechanism that maintain it.
**First appeared in City Press**