On Deck With The Captain

The commodification of the young Pakistani student Malala appears to have started at the time her father volunteered his daughter to the BBC to document life at school under the Taliban (this was before she was shot on a bus). She is seen on film at a younger age going to school and participating in lessons with her peers. With regard to the question of another agenda, artist Jonathan Rao who painted the portrait of Malala that hangs in the National Gallery admits to his concerns in the Independent newspaper and states: “I guess I was worried that she was probably a pawn in a bigger game and was being unduly influenced by the people around her.” Those people include Edelman, the global PR firm that manages Malala alongside its work for clients that include Microsoft and Starbucks. Jamie Lundie, an impeccably connected senior executive for the firm and former speechwriter for Paddy Ashdown when he was the Lib Dem leader, leads a team of five who work with Malala on a pro bono basis. Safety is pushed aside for “brand Malala”. There is Malala the book, Malala the film, Malala the award nominee, Malala the portrait, with the schoolgirl being skilfully marketed by Edelman, the world’s biggest PR company. Wavering a fee will no doubt be compensated by the value of the publicity she will bring to the company. I wonder, how many people can name the other girls injured when Malala was shot? What quality of care and support did they receive? Are they represented by PR companies?