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 a policies that is offensive 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

In evaluating the ethical considerations of the marketing campaign conducted by Curro schools, it is essential to refer to normative ethics and the ethical codes relevant to marketing and advertising professionals. Given the context of the campaign, the focus here will be on issues of representation, fairness, and respect for individuals, with particular attention to potential biases that may arise in media portrayals.

Normative Variables and Ethical Codes

1. Representation and Equity

The use of racialized imagery in the marketing campaign raises significant ethical concerns. Normative ethical frameworks, such as the principles outlined by the Advertising Standards Authority or similar ethical guidelines relevant to marketing and advertising, emphasize the need for fairness and non-discrimination in campaigns.

• Advertising Standards Authority Code (Various Countries): Many advertising bodies stress that ads should avoid perpetuating stereotypes and should represent individuals in a way that is fair, equitable, and dignified. The imagery of a black child as a cashier while white children assume roles of professionals could be interpreted as reinforcing racial stereotypes, which can be harmful both to individuals and society.

• Diversity and Inclusion Policies: Ethical marketing practices advocate for representations that reflect diversity and inclusion. The marketing team’s choice to depict a major disparity in roles based on race in the images can be viewed as not aligning with such ethical imperatives.

2. Informed Consent and Image Use

While Curro claims that they obtained consent from the parents to use the images, ethical marketing principles argue that consent cannot be merely about the legal clearance of photo usage but should also consider the ethical implications of the imagery itself.

• Guidelines on Consent: Ethical considerations go beyond mere consent. For marketing professionals, there's an expectation that they not only seek permission to use imagery but also consider the portrayal of individuals. The school should have assessed how those images might affect broader societal perceptions.

3. Societal Impact and Responsibility

Media professionals carry a responsibility to contribute positively to societal norms and perceptions. The problematic representation in these images can perpetuate harmful societal views about race and class.

• Social Responsibility in Marketing: Ethical codes highlight that marketers should avoid creating content that can potentially harm certain groups. By allowing these images to circulate, the marketing team may have neglected their responsibility to promote a narrative that uplifts and respects all members of society equally.

Conclusion

In light of these normative ethical considerations, it can be argued that the conduct of the Curro marketing team in creating this campaign was indeed unethical. The decision to utilize imagery that perpetuates racial stereotypes, regardless of the legal consent obtained, indicates a failure to uphold the ethical principles of representation, fairness, and social responsibility.

Curro Schools' marketing team should reconsider its approach towards creating campaigns that reflect a more inclusive and equitable representation, and engage in thorough ethics training to better understand the potential implications of their marketing strategies. These steps are necessary to prevent future cases of insensitivity and to align their marketing practices with accepted ethical standards in the industry.