Kairo Forbes causes a stir with Ackermans back-to-school campaign! A recent back-to-school campaign by popular retailer Ackermans, featuring nine-year-old child influencer Kairo Forbes, has stirred controversy and sparked widespread debate on social media.
The Controversial Advertisement
Kairo Forbes, the daughter of the late Kiernan “AKA” Forbes and DJ Zinhle, stars in the campaign alongside Scandal! child actor Omhle Tshabalala. While the advertisement aims to promote the retailer’s school uniform range, some critics have taken issue with the choice of these well-known child figures, arguing that less privileged children would have been more appropriate representatives for the brand.
Kairo’s Rising Star
With more than 1.5 million Instagram followers, Kairo Forbes is no stranger to the spotlight. Her accolades include winning the Favourite African Kidfluencer award at the Nickelodeon Kids’ Choice Awards. She has also established herself as an entrepreneur, launching her Kairo Watch in collaboration with her mother’s brand, ERA.
This campaign is not Kairo’s first brush with major endorsements. She previously appeared in a Nedbank TV commercial and an Ackermans advertisement alongside her mother in September.
Social Media Backlash
Despite Kairo’s accomplishments, some social media users criticized Ackermans’ decision to feature her and Tshabalala in the campaign.
Facebook user Gomolemo Moela voiced concerns about representation, stating, “These two children are not Ackermans’ real customers. This is not a true reflection at all. Ackermans’ real customers are our grandmothers from different villages who swipe their Sassa cards to buy uniforms for their grandchildren, whose parents are affected by unemployment in this country. Kairo and Omhle are well taken care of. All I’m saying is, let disadvantaged children get an opportunity to advertise, since they are real customers.”
Similarly, Somelezo Mfunda shared, “I don’t see how these rich children relate to our children. I mean, this is mockery at its best for us who buy from Ackermans. Imagine the rich children advertising clothes from a store they don’t buy from or wear, for us and our children to buy. Where is the relevance in this advertisement? Because I, for one, cannot relate.”
Support for Kairo
Amid the criticism, Kairo has received a wave of support from fans and public figures. Popular Amapiano artist Lady Du took to social media to defend the young influencer.
“This child has been through enough already! She lost her father, and she’s trying so hard to cope; you can see it. If Ackermans wants to choose Kairo, who are we to want them to choose someone else?
“How do you go to someone’s business and tell them what to do? Stop making children trend! They get bullied in schools, and they see your posts. Bully us as much as you want, just leave the children alone,” Lady Du stated passionately.
Other supporters argue that Kairo’s extensive reach and influence make her a fitting choice as an ambassador for the brand.
Check:
Yabona le yona ngeke ngithule!!!!! 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.
How do you to go to someone’s business…
— Ladydu (@Ladydu_sa) December 28, 2024
Your kids are not influencers mos their just customers, Kairo is influencing your kids to go and buy that uniform the sooner you understand this the better. Ackermans cannot take any random kid to advertise school uniform♀️ pic.twitter.com/oV3tGvt0tT
— Miss Fabulous✨️ (@MissFabulous_) December 29, 2024
Well done Kairo keep on winning
and please done let the negativity get to you May all other kids be inspired and if you’re a parent who’d like to put their kid into the modeling world please seek advice and let’s see your child winning too. pic.twitter.com/G0k5mfhCEe— Sihle (@brainzbhungane) December 28, 2024
Kairo Forbes isn’t an ordinary kid – she’s a brand with significant influence built on her parents’ fame and legacy. Her visibility and audience appeal make her an attractive choice for brands seeking to connect with consumers and drive sales. Like it or not, that’s the reality.
— Miss Mandisa (@Mandisa4Real) December 28, 2024
Broader Questions About Representation
The campaign has sparked broader discussions about representation in advertising, particularly in South Africa’s socio-economic context. Critics contend that brands should prioritize authenticity and inclusivity by featuring individuals who reflect their primary customer base.
However, others believe that leveraging high-profile influencers like Kairo is a strategic move, as it helps the brand attract attention and visibility.
A Divided Public
The debate highlights the tension between commercial strategy and public expectations in advertising. While some see the campaign as tone-deaf, others celebrate Kairo’s success and resilience.
Ackermans has yet to issue a formal response to the criticism, and the Forbes family has declined to comment on the controversy.
The Bigger Picture
As conversations about representation in media and advertising continue, Kairo Forbes remains a shining example of youthful ambition and resilience. Whether celebrated or criticized, her influence in South Africa’s entertainment and business sectors is undeniable.
For now, Kairo’s back-to-school campaign with Ackermans remains a hot topic, sparking meaningful discussions about privilege, representation, and the evolving role of child influencers in modern marketing.
