The party has also been accused of publicising "poverty porn" by posting pictures of poor people on social media.

In one Facebook video for the campaign, Rethabile Lethoko -- a South African model and entrepreneur -- discussed her support of the governing party and the difference she thinks they have made.

Comments on the page and consequently on other platforms, as the video migrated, saw users questioning the tone of the video.

Some likened it to an advertisement for beauty products.

Some of the other participants in the campaign are actress Nyalleng Thibedi, Nicci-Lee Watson, musician Shain Masango and ANC spokesperson Phelisa Nkomo.

The ANC's Head of Elections Fikile Mbalula defended the campaign, saying the party won't run a fake campaign that only shows the good.

Mbalula stated, "We're campaigning in SA where people still live under development, we have built houses and it's not enough.

"When we take pictures of poor people it's a reminder of what we still need to do; it's the people we interact with who give us vote."

eNCA