9/21, 14:44] Lebogang❤️🫂: 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?
Normative Variables
In this section you will analyse the conduct of the media professionals in your case
study and evaluate it in terms of the normative ethics of the appropriate field (e.g., Press
Code for print journalist, etc.). Here you will discuss the specific duties and
expectations of the media professional(s) as they are articulated in the relevant codes
under which the professional(s) operate(s). In this section, you must refer to 1 policie which is comparaive advertising
and/or codes that were violated and/or upheld by the professionals in the case study to
argue whether you believe the conduct of the case study to be (un)ethical.

Answer 1

Case Study Analysis: Curro Schools’ Racially Insensitive Marketing Campaign

The marketing campaign employed by Curro schools, particularly in the depiction of their primary school pupils during a career day event, raises significant ethical concerns. The imbalanced representation of black and white children in professional roles can be evaluated through the normative ethical framework of advertising standards and codes of conduct.

Normative Variables

Relevant Code: Comparative Advertising and the Equality of Representation in Media

One of the fundamental principles within advertising ethics is the responsibility to avoid discriminatory portrayals and to promote equality through representation. This principle is echoed in various advertising and media codes, including the Advertising Standards Authority (ASA) Code, which addresses the importance of not perpetuating stereotypes or reinforcing societal prejudices. The expectations outlined in these codes include:

1. Truthfulness and Honesty: Advertisements should not mislead consumers or misrepresent individuals' roles in society.
2. Respect for Diversity: Media professionals should promote inclusivity and diversity, reflecting a fair representation of people from various racial, ethnic, and socioeconomic backgrounds.
3. Avoidance of Stereotypes: Advertisers should avoid reinforcing negative stereotypes, as this can perpetuate harmful societal beliefs.

Evaluation of Conduct

In the case of Curro's marketing campaign, the representation of a black child as a cashier while white children occupied "professional" roles starkly contrasts with the principles set out in the ASA Code regarding equality and diversity. Although the school claims consent was obtained from parents for the use of their children's images, this does not inherently absolve the marketing team of ethical scrutiny regarding the portrayal and messaging of their campaign.

1. Perpetuation of Stereotypes: By allowing the narrative where a black child is depicted in a subservient role, the marketing campaign risks reinforcing harmful stereotypes associating race with specific social roles. This portrayal could contribute to a perception that black individuals are relegated to certain positions in the societal hierarchy, which runs counter to efforts to promote equality and diversity.

2. Impact on Community: The campaign can have broader implications on the community and society at large. Imagery that reflects racial hierarchies can shape the perceptions of young children, further entrenching divisions and social norms based on race. Detrimental messages are particularly damaging in an educational setting, where children should feel empowered and equally represented.

3. Lack of Awareness: The decision-making by the Curro marketing team suggests a potential lack of awareness or sensitivity to the racial dynamics at play. It showcases an oversight regarding the impact of visual representation on young minds and the perpetuation of equality.

Conclusion

Based on the analysis through the lens of comparative advertising standards and ethical considerations of diversity and representational equality, the conduct of the Curro marketing team appears unethical. The campaign not only fails to promote inclusivity but actively contributes to societal stereotypes, thus violating the expectations articulated in advertising codes designed to safeguard against such representations.

In conclusion, it is imperative for educational institutions and their marketing representatives to adhere to ethical standards that respect diversity and promote equitable representation, particularly within sensitive contexts involving children and their development in society.