What was Egg Films thinking? This award-winning South African production house responsible for several corporate commercials and short films created this video for ‘The DNA project’, a local “not-for-profit company committed to advancing justice through the expanded use of DNA evidence in conjunction with a national DNA criminal intelligence database.” The Project prides itself on making this ad which, they say, “creates conversation,” because “it is paradoxical: a cigarette saves lives in a commercial where the lead woman dies.” If any conversation ensues at all, I’ve got a feeling it will not be about its intended message to “never disturb a crime scene,” but rather about its framing which feeds into a fear-riddled white South African state of mind.
Why am I still dissappointed when something like this comes out? Why does it still surprise me?
The conversation has already begun and you are now part of it by virtue of your commentary, inadvertently or not. But, why does it have to be about race? Why can it not be about what it is – in this instance, evidence collected from a crime scene can save future lives. Plain and simple. The international forensic community value this link in the chain of evidence, but we are yet to get there in SA. Yes, crime does instill fear, but what is the problem with that? Are you impervious to crime? – I would think not when the barrel of a gun is pointed at your head. Do you think we should accept this? Make up your mind and decide what it is you are complaining about — is it constructive? What are you doing to make your country a better place to live or do you think we live in a safe, peace loving community?