Madonna did not discover Africa. Nor did Matt Damon. Or Bradgelina.
But before their heavily publicized humanitarian efforts, how many Americans knew much about Malawi, Zambia or Ethiopia?
With the names now attached to philanthropy in that continent reading like a Hollywood who’s who, Africa has again become a cause celebre.
Former model Iman launched a campaign to fight the pandemic of AIDS in Africa. Leonardo DiCaprio starred in a movie about conflict diamonds. And on Jan. 2, Oprah Winfrey opened her Leadership Academy for Girls in South Africa.
While not many outright object to famous people lending a hand, when people better known for living the high life start serving humanity, a hefty dose of public cynicism soon follows–sometimes dulling the impact of charity.
Celebrities can help bring money and awareness to a cause, but it also can leave the hard work of others in the shadows.
“Humanitarian organizations have always looked for entertainers and other celebrities who might be willing to take a strong interest in the needs of these countries,” said Kevin Lowther, regional director of southern Africa for Africare.
But celebrities “are being pulled in so many different directions,” he said. “It is unusual to find someone who is willing to stick with a particular cause over the long term, and that would be my one caveat in terms of celebrity interest.”
Still, there is evidence that this time celebrities’ love affair with Africa may be a long-term commitment.
The current wave of interest in the continent has gained momentum over the last 10 years and is marked by a different motivation than in previous decades, said Tom Zoellner, author of “The Heartless Stone: A Journey Through the World of Diamonds, Deceit and Desire.”
“This one is notable for its air of beneficence, this sense that we need to do something to save this continent,” he said.
This time, Zoellner said, “there is a tremendous emphasis on charity.”
For celebrities, being charitable comes at a price–and not just the amount of money they donate to a cause.
When Winfrey opened the $40 million boarding school for impoverished students, located near Johannesburg, South Africa, critics questioned everything from the lack of white students among the 152-girl student body to whether the school really needed amenities such as fireplaces and a yoga studio.
When the “I Am African” campaign kicked off, it drew scathing criticism. The campaign to raise awareness for Keep a Child Alive, a response to the AIDS pandemic in Africa, featured black-and-white photos of celebrities such as Gwyneth Paltrow, who was blasted on Web sites for her too-pale-to-be-African visage. In post after post, the message of the campaign–that everyone has a stake in Africa’s welfare–was lost behind Paltrow’s porcelain skin.
Some critics even griped that the (Red) project supported by U2 frontman Bono doesn’t donate 100 percent of its profits from selling (Product) Red brand merchandise. Up to 50 percent of profits–it varies depending on the product–go to the Global Fund for investment in African AIDS programs with a focus on women and children.
And dare we mention Madonna, who adopted a child from Malawi and donated millions to aid the plight of children in the country, but got nailed for using her celebrity status to flout adoption laws.
“I really appreciate what people are doing, adopting kids and building schools, but the whole idea is they are always coming in late,” said Aimee Uwanmahoro, 25, a native of Rwanda who moved to Atlanta in 1997 with her parents and three siblings after fleeing the war in her country.
Noting the current conflict in Sudan’s Darfur region that has claimed more than 300,000 lives, she said, “I’m sure three years from now, you will see people going into Sudan to help kids, but my thing is why don’t you do it now?”
Uwanmahoro, who graduated from Georgia State University with a bachelor’s degree in international business, said she’s been surprised by how little Americans know about Africa. Some even asked if she knew their friends in Nigeria.
“It’s like someone from Georgia saying, ‘Do you know this person from California?’ ” Uwanmahoro said. “They look at Africa as one big place.”
