Evaluation On Racism

1. Introduction

This paper introduces a critical evaluation through a specific framework on a social marketing campaign approach that portrays race discrimination as the social issue. The framework itself has been integrated into a significant portion of the recent social marketing campaigns, which resulted in the various result. This paper will deep-dive and try to analyze from different angles the ‘Elevator – Racism. It stops with me’ campaign which received mix results and criticisms. Moreover, it will be evidenced how a campaign that was meant to deliver a powerful social marketing message resulted in delivering a flawed execution that was meant to positively influence.

2. Social Marketing definition

The ‘Social Marketing’ term was first

Therefore, the Commission created two social marketing campaigns with two scenarios on everyday racism in a work environment and in the use of the transportation services to increase awareness about this social issue (AHRC, 2013).

On 5 October 2017, two social marketing video advertisements were launched under the same umbrella campaign: ‘Racism. It Stops with Me’. The two campaigns are as follows: Elevator – Racism. It Stops with Me and Taxi – Racism. It Shops with Me. It Stops with Me campaign due to the debatable arguments that it invokes.

The Elevator video advertisement is 30 seconds long and it displays a Caucasian businessman holding the elevator door open for a Caucasian woman. The moment he sees a dark-skinned woman running to enter the elevator, he rushed into the elevator to close the doors on her. Instantaneous, the Caucasian woman stops the doors from closing and steps out of the elevator. Then both of the women stare at the man in disgust as “Racism. It stops with me” appears on the video while the doors are closing. This campaign is soon to be evaluated in the following sections of the

A first challenge is the rate level of racism registered in Australia in a business environment. According to the AHRC, 54% of complaints were received under the Racial Discrimination Act which accounts for 3% of the Australian population. Moreover, 21% of the complaints were registered in relation to employment (AHRC, 2017). Another survey conducted by the SBS found out that over 32% of the respondents experienced racism within their workplace. Moreover, 20.5% respondents believe that African individuals increase lawbreaking in Australia. The male and older residents of Australia mostly believe this (Acharya, 2017). Another challenge is the employee’s acceptance of diversity in the workplace. According to a survey conducted by a recruiting company in Australia, only 58% of respondents are open to see more diversity within the workplace (Hays,