Celebrities have urged people to "take responsibility" in a Black Lives Matter video to promote ITakeResponsibility.org, which "was created to stand up for our Black friends and family in America."
The new organization wants white people in America to take a pledge, acknowledging all of the times they haven't called out racism for what it is, and committing to do better in the future.
The video was reposted to Twitter with the caption: "regret to inform you the celebs are at it again."
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However, while the video, which features a number of big-name stars including Sarah Paulson, might have been well-intentioned, it wasn't long before the social media users slammed it.
The backlash is similar to that which was sparked by Gal Gadot's celebrity-filled rendition of 'Imagine', which was posted to social media back in March.
One Twiter user wrote: "No matter how well-intentioned, they always fall back on performative nonsense. They have this insatiable need to come out 'good' and righteous in every situation."
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A second criticized the video for not including the charity link earlier enough, writing: "then what's the excuse for the whole first two minutes? because i couldn't force myself to listen to white people do dramatic readings about their weakness and cowardice long enough to get to the link, so...? [sic]"
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A third sarcastically added: "celebs stop making everything about yourselves challenge 2020."
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A fourth wrote: "How do celebs keep messing this up so badly? Stop making this about yourself and donate $1 million each to a local organization helping Black people!!!!!"
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However, one Twitter user did defend the video, claiming it wasn't as bad as Gal Godot's rendition of Imagine, writing: "Ehhh - it's easy to be cynical, but it's a much better message and use of their voices than people singing a bad Beatles song."
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This video comes as unrest continues to unfold across the US, as protests - some peaceful, some violent - are calling out the systemic injustices carried out against black people, not least seen by the recent deaths of George Floyd, Ahmaud Arbery, and Breonna Taylor.
As well as a call for justice, these ongoing protests are also demanding an end to police brutality and the racism that is so deeply entrenched in America and the western world.
The message is simple: Black lives matter.
VT proudly supports Black Lives Matter, and for ways to contribute to the cause, please click HERE.