Are ethics being overshadowed in the rise for popularity?
Many companies these days hire employees specifically to post on their social media accounts. Which, as a fellow social media user I find great as there is always something new to look at!
However recently I have started to question the content that is being posted… It has less to do with the company itself and more to do with gaining likes. I understand that building awareness of the company is a key digital marketing goal, however this doesn’t excuse the lack of ethical practice at hand.
1. Known for being gloomy and boring, Public Service Announcements (PSA’s) are ignored by most Victorians. That is until the dawn of the “Dumb Ways to Die” Metro Trains campaign. The marketers aimed to engage their audience through the cute and catchy video, assuming that everyone would find it irresistible to be fond of.
But it didn’t work on me; and I know I can’t be the only one… My number one rule in life is to think before I speak; which is an imperative characteristic for any marketer. But I feel that this step has been overlooked when it comes to Metro’s “Dumb Ways to Die Campaign.” Honestly; I find it crude, inconsiderate and disrespectful. I don’t think that a train accident is a ‘dumb way to die;’ majority of the causalities are victims of mental illnesses. These people were struggling and needed help; yet Metro is calling it a “Dumb Way to Die”.
I’m not denying the success of the campaign, the unbelievable amount of Youtube views resulted in the song making an appearance on I-Tunes. I also applaud Metro for recognising the issue, but they could have had a little more sensitivity.
2. UnHate Foundation has once again paired up with the United Color of Benetton with its latest controversial campaign; featuring President Obama and other world leaders engaging in a photoshopped kiss. I know once you’re famous you become a focus of the paparazzi, but to photoshop an intimate moment (without permission) for an advertisement seems wrong to me. (Please note I am not against homosexuality, it would be unethical for anyone to be used in this counterfeit situation!)
3. Finally; you probably don’t know the name Kiesha Johnson, but I’m betting you recognise the picture below!
Yeah… I thought you’d recognise the “Confused Girl” meme that is currently posted all over social media sources. A friend of the 16 year old took the picture and Kiesha is mortified that it went viral. She is currently suing Instagram in an attempt to regain some power over the nightmare of a situation. Companies across the world are re-posting the meme in an attempt to gain likes and interact with followers… While it may all be fun and games for internet users, when a young girl is exposed in such a terrible means just for likes, it’s time for an ethical reality check.
We live in a digital world where status is defined by the number of likes, views and shares… But what happened to ethics and CSR? (That is Corporate Social Responsibility… Not the sugar!)
Finally; “Bros before hoes, chicks before dicks and emotions before promotions.” This may not be a PSA but it is a message to all marketers reminding you that ethics should come before success.
On a lighter note, here is a comedic video displaying the reactions of some teenagers who watched the “Dumb Ways to Die” video for the first time: https://www.youtube.com/watch?v=c5H7FY_DSWo
MarketingChloe 
This is a really interesting perspective of marketing ethics, and I had never considered how the Dumb Ways To Die campaign might be insensitive or offensive until now. I agree that marketers need to think more about what they say and post online, because if it does offend their consumers then this could have a long-term negative impact on the brand.
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It’s funny how everyone has a different perspective in life! That’s one of the great things about being human! 🙂
But you’re right! The impact of Marketers being insensitive or inappropriate can last for a very long time. Brand image is constantly in the hands of marketers, each campaign, each advertisement, each post on social media will either add positively or negatively to the way consumer’s perceive the company.
And unfortunately, some people know how to hold a grudge!
One wrong hashtag on an Instagram post could have a consumer pack up their bags and move to a competitor.
Too bad I don’t have much choice but to keep using Metro trains… But that doesn’t mean I like them!
Typos and poor grammar aren’t usually the end of the world, but controversial issues such as mental illness, gender, religion etc… Should be treated with care. 🙂
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