Just who is getting/needing that message? Obviously the kids already knew it.“It’s really driving home the true meaning of Christmas that it’s better to give than receive.”
And in that spirit, the network ultimately let the kids keep both gifts.
WaPo
...but hey, do what you want...you will anyway.
UPDATE:
To make matters even more cynical, the effort—while in conjunction with the “marketing specialist” at the Atlanta Boys and Girls club—was designed to promote a schlocky, third-rate corporate network called UP TV. A media channel “dedicated to uplifting programming,” it’s owned by $1 billion private equity group, InterMedia Partners.
[...]
The poor need food, housing, jobs and—not least of all—dignity. Billion-dollar companies playing their plight off the prejudices of the viral video–sharing masses isn’t just in bad taste, it’s a perfect microcosm of how the media covers poverty. Typically, the right-wing press addresses it in cruel fear-mongering or poor-shaming, while the nominally liberal media all too often reduces it to this type of “inspirational” claptrap. But the poor aren’t our props; they’re not the raw material of viral content who, if edited properly, will subvert our “prejudices” and play the role of noble savage. They’re individuals. Human beings. Complex and nuanced.
[...]
Poverty isn’t a marketing gimmick, it’s a scourge, a cancer and a national shame.
Adam Johnson
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