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 policie which offensive advertising that how it was 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

Normative Variables

In evaluating the ethical conduct of the Curro marketing team related to the racially insensitive career day event, we must refer to the normative ethics applicable within the field of marketing and public relations. Specifically, we can refer to the Advertising Standards Authority's (ASA) guidelines on offensive advertising and the principles outlined in the South African Press Code, as well as general ethical expectations within marketing practices.

Relevant Policies and Codes

1. Advertising Standards Authority (ASA) - South Africa: The ASA provides clear guidelines against offensive and discriminatory advertising. According to Section 2.1 of the ASA Code, advertisements should not contain anything that is likely to cause widespread or serious offense. Further, 2.3 states that advertisements should not exploit the vulnerable or promote prejudice based on race, gender, or other demographic factors.

2. South African Press Code: The Press Code emphasizes the need for fairness and equality in representations. Clause 4 specifically addresses discrimination which states that the media shall not discriminate against or denigrate any individual or group based on race, ethnicity, gender, or any other characteristic.

Ethical Evaluation of Curro's Campaign

1. Image Representation: The images shared by Curro portray a racially disproportionate narrative where a black child is relegated to an 'inferior' role (cashier) while white children are depicted in more prestigious positions. This representation perpetuates harmful stereotypes regarding race and socioeconomic statuses, which goes against the principles of fairness and equality set forth in both the ASA and Press Code. This visual messaging can reinforce existing societal biases and does not promote inclusivity or equity.

2. Consent and Understanding: While Curro claims to have obtained consent from the parents of the children depicted in the images, ethical marketing also necessitates that consent be informed. The complexity of such a campaign means that parents may not have fully understood the implications of how their child would be portrayed or the potential ramifications on social perceptions. This raises additional ethical concerns regarding the true understanding of consent in this context.

3. Duty to Promote Positive Values: Media professionals bear a duty not only to avoid harmful representations but actively promote positive societal values. The portrayal of children in a career context should ideally encourage diversity and representation across all roles. The choice to depict roles in a racially stereotypical manner fails in this responsibility.

4. Impact on Audience: The imagery used in the campaign does not only reflect the school’s values but also sends a message to the audience about societal roles and status associated with race. Such messaging can have a deleterious effect on children’s perceptions of race and opportunity, reinforcing negative stereotypes and limiting aspirations.

Conclusion

In conclusion, the conduct of the Curro marketing team, in creating and disseminating this campaign, appears to be unethical. The visual representation of racial dynamics in the career day event violates the ASA's guidelines on offensive advertising and the principles outlined in the South African Press Code. The portrayal of a black child in a subordinate role while white children are depicted as professionals is not only racially insensitive but also perpetuates harmful stereotypes that contradict the values of inclusivity and equity. Therefore, the campaign fails to uphold the ethical standards expected of marketing professionals and should be condemned for its racially insensitive portrayal.