In what appears to be the sequel to Gal Gadot’s “Imagine” video, celebrities are at it again. It wasn’t bad enough, apparently, to preach lockdown solidarity with cries of “we’re all in this together”, while sitting in Hollywood Hills mansions, complete with tennis courts, swimming pools, and socially-distanced manicurists. Now, a PSA starring A-listers including Sarah Paulson, Kristen Bell, Kesha, Aaron Paul, Stanley Tucci, Bryce Dallas Howard, and Debra Messing launched a new campaign called #ITakeResponsibility, where celebs take turns to “take responsibility” for their everday racism. Who knew it was that easy?

“I take responsibility for every unchecked moment, for every time it was easier to ignore than to call it out for what it was. Every not-so-funny joke. Every unfair stereotype. Every blatant injustice no matter how big or small. Every time I remained silent,” say the stars, in turn, before continuing: “Black people are being slaughtered in the streets. Killed in their own homes. These are our brothers and sisters. Our friends. Our family. We are done watching them die. We are no longer bystanders; we will not be idle. Enough is enough.”

Released yesterday (June 11), the video is part of a campaign by new organisation, I Take Responsibility, launched this week. The video, which is in partnership with the NAACP, intended to call out racism and support Black lives through various causes, yet its odd black-and-white production, combined with some particularly cringe acting, has attracted criticism and mockery on social media.

Many people have compared the campaign to the #BlackoutTuesday initiative, which also quickly devolved into largely meaningless gestures, with celebrities and brands alike flooding Instagram with black tiles in support of Black Lives Matter. Users also asked why the celebrities aren’t investing the same energy into donating funds as they are in talking the talk. Others called them out for taking on white saviour roles.

“No more white saviour films, racially tokenised roles, and stereotype perpetuating shenanigans. Take responsibility AND take action,” said one Twitter user. “#ITakeResponsibility is just another way for white people to pander and virtue signal,” said another.

“What are they auditioning for,” one person wrote, to which another user responded, “Ending Racism: The Musical”.

Watch the video below, and check in on how you can actively support the BLM and anti-racist movement right now.