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, refer to a police which is offensive advertising and 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

To evaluate the ethical implications of Curro's marketing campaign, we need to consider the normative ethical standards applicable to media professionals, as well as the specific guidelines surrounding offensive advertising.

Normative Ethics and Media Codes

In examining the conduct of Curro's marketing team, we reference several ethical principles common in media regulations, particularly regarding representation, accuracy, and respect for individual dignity. For this case study, the Advertising Standards Authority (ASA) standards and, more specifically, guidelines regarding offensive advertising, are pertinent.

Under the ASA Code, advertising should not contain anything that may cause widespread offense or harm. It addresses several critical aspects including:

1. Respect for Diversity: Advertisements should treat all individuals with respect, fostering a spirit of inclusiveness rather than exclusion or stereotyping.

2. Avoidance of Stereotypes: Advertisements should avoid exploitative or derogatory representations of individuals based on race, gender, or other characteristics.

3. Ethical Use of Imagery: Professional ethics dictate that images used in advertising should not misrepresent individuals or create harmful narratives.

Analysis of Curro's Campaign

In this specific case, the marketing materials from Curro presented a racially charged scenario: depicting a black child as a cashier while white children were shown in professional roles. This portrayal could insinuate a stereotype that associates race with socio-economic roles, which can perpetuate systemic inequalities and is therefore seen as racially insensitive.

Breaches of the Ethical Guidelines

1. Stereotyping: The campaign explicitly engages with harmful racial stereotypes. By placing a black child in a subordinate role and white children in esteemed positions, it perpetuates a narrative that aligns with historically rooted prejudices.

2. Informed Consent: While Curro claims to have obtained parental consent before using these images, this does not absolve the marketing team from ethical responsibilities. Consent collected without a full understanding of the implications—especially from a potentially vulnerable demographic—does not align with ethical media practices.

3. Societal Responsibility: Media professionals hold a duty to promote positive social narratives and challenge harmful stereotypes. In this case, the portrayal provided by the marketing material fails to address these responsibilities and contributes to ongoing inequalities.

Conclusion

Evaluating Curro's marketing team through the prism of the relevant ethical standards and advertising policies suggests that their campaign was indeed unethical. It violated principles against offensive advertising by perpetrating harmful stereotypes. Marketing professionals, regardless of consent obtained, must take a proactive stance in preventing damage to the dignity and rights of individuals and groups.

In summary, while the intention of showcasing career aspirations among children may have been benign, the execution demonstrated a significant lack of awareness or sensitivity to racial dynamics. Thus, the conduct of the Curro marketing team is deemed unethical according to established normative values in media ethics and advertising standards. Effective marketing should not only inform or promote a service but also uplift and represent all individuals fairly and respectfully.