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 is unacceptable advertising (Desrimination)
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 assessing the ethics of Curro's marketing team's campaign surrounding the career day event, we can draw upon the normative ethical principles outlined in various professional guidelines and frameworks, including the South African Advertising Standards Authority (ASA) Code and the principles of social responsibility inherent in media and marketing.

Analysis of Ethical Conduct

1. Discrimination in Advertising: The ASA Code specifically addresses the need to avoid discriminatory practices in advertising content. Clause 3.1 of the ASA Code states that "advertising shall not unfairly denigrate, ridicule or demean individuals or groups." The images shared by Curro's marketing team fit into a narrative that implies a racially stratified view of roles in society, where a black child is depicted in a subordinate role (as a cashier), while white children are portrayed as professionals or buyers. This can be interpreted as reinforcing harmful stereotypes and perpetuating systemic inequalities, thereby violating the principles set forth in the ASA Code.

2. Consent and Ethical Considerations: While the school claims to have obtained parental consent for the images, consent does not absolve the marketing team from an ethical obligation to consider the broader context and implications of their messaging. The ethical use of imagery extends beyond mere permission; it necessitates a consideration of how such depictions can affect perceptions and reinforce social injustices. In media ethics, there is a responsibility to portray individuals in ways that do not exploit their identities or exacerbate societal inequalities.

3. Social Responsibility: Media professionals, including marketers, are expected to uphold the principles of social responsibility, which include promoting fairness and equality in representations of diverse groups. The conduct of the Curro marketing team appears to lack this commitment, as their framing of children's roles based on race could be seen as a failure to promote inclusivity and respect for diversity. A responsible approach would involve showcasing a diverse range of roles and professions across all racial and ethnic groups, avoiding the promotion of a racially biased hierarchy.

4. Public Reaction and Accountability: Public backlash against such representations serves as a critical indicator of social norms and ethical standards. In an age where social media amplifies voices and cultural sensitivities, organizations must be attuned to the impacts of their marketing materials on various communities. Curro's campaign not only drew criticism but also highlighted an insensitivity to the evolving expectations around race and representation in marketing communications.

Conclusion

In conclusion, the conduct of Curro’s marketing team in this case study can be deemed unethical due to their violation of established guidelines prohibiting discriminatory practices in advertising and their failure to consider the wider societal implications of their images. The marketing campaign not only misrepresents the realities of diverse roles available to children of all races but also risks reinforcing damaging stereotypes that can have long-lasting effects on social perceptions. To strive for ethical marketing practices, entities like Curro must commit to inclusive representation and an awareness of the nuances surrounding race and identity in all their communications.