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British star M.I.A.'s graphic nine-minute film for her track Born Free includes a scene where a 12-year-old red-haired boy is shot in the head.
Other red-haired youths are made to run through a mine field.
The Mercury Music Prize-nominated rapper - known for her hard-hitting videos - appears to be using the example of "ginger genocide" to highlight the issue of minorities and racism in society.
But charity Beatbullying slammed the film, saying it could lead to more abuse against red-haired children.
"It's completely inappropriate, and we should not be sending out a message that people should be targeted for their appearance," spokeswoman Sherry Adhami told Sky News Online.
"Unfortunately we seem to live in a society where when people are ginger-haired, people find it funny for some reason, and they are bullied for it."
M.I.A.: 'Ginger Genocide' Music Video Born Free Slammed By Bullying Charity, Defended By Actor | Showbiz News | Sky News
I had trouble viewing the video, but this disgusts me to no end.