Case Study #3 - Curro schools’ racially insensitive marketing campaign

Question

Curro recently came under scrutiny over the images posted on its social media pages depicting the Curro primary school pupils' career day event. The images showed a black child posing as a cashier, while white children posed as professionals or buyers. The school however claims that they received the consent of the parents before the images were used. Was the Curro marketing team ethical in their creation of this campaign

. Introduction (1 paragraph) –

In this section, you DO NOT need to provide a summary of the background of the
ethical situation like you did in the first assignment. Instead, briefly mention the case
study you are working with and write a paragraph that introduces this essay and the
arguments you will make.

Answer 1

In the case of Curro schools’ racially insensitive marketing campaign, the portrayal of students during a career day event has ignited significant controversy and raised serious ethical concerns. The marketing team's decision to feature a black child as a cashier while white children embodied various professional roles has sparked accusations of racial stereotyping and insensitivity. This essay will explore the ethical implications of the marketing campaign, examining the considerations of representation, consent, and the broader societal impact of such portrayals. It will argue that, despite obtaining parental consent, the marketing team's approach failed to recognize and address the harmful narratives perpetuated by racial imbalances in their depiction of children, ultimately undermining their responsibility as educators and marketers to promote inclusivity and equality.