The organization Feed a Child has recently come under fire for a highly controversial ad depicting an African child as little more than a dog being fed treats by a wealthy, White woman.

The South African organization portrayed the youth at different moments, in different scenarios: once with his head in her lap; another with him at her feet while she sat positioned at a table and also reclining in a chair. Finally, the boy is shown licking food off of her fingers.

Now, Feed a Child’s founder has apologized, saying that she “doesn’t see color”.

The organization further says that the campaign’s intent was to show that “the average domestic animal eats better than millions of children”.

Despite their alleged intent, there is something seriously wrong with this video. Take a look.