Mohammed, a School Principal

Mohammed is a principal at an inner-city elementary school. The school is facing tough budget constraints and the School Board has asked all principals to think of creative ways to save money without compromising the quality of the education. Mohammed is considering an offer from a fast food company to build a school playground free of charge. The only stipulation is that they would require a permanent sign with their logo to be placed at one end of the playground. Mohammed is conflicted. On the one hand he feels that the playground would be beneficial to the students and will certainly save money. On the other hand, he is concerned that the required branding may negatively influence the attitudes and values of the students.

Mary, a Public Health Nurse

[Development #1] As a public health nurse, part of Mary’s job is to run a youth program for 13- and 14-year-old adolescents, which aims to promote healthy lifestyles. She is concerned because one of her favorite participants in the program, Patrick, is overweight. Although she is able to provide him with information on diet and nutrition, she worries that Patrick’s exposure to food advertisements has shaped his food preferences toward heavily advertised, nonnutritious foods. On the one hand, Mary thinks it is important for Patrick to learn how to make healthy choices for himself. On the other hand she feels that he needs a healthy diet now to avoid the risk of long term health consequences.

[Development #2] Like many kids his age Patrick has a Facebook account, and a cell phone. One day at the youth program, Mary noticed that most of Patrick’s Facebook status updates and texts to his friends were linked to an online social marketing campaign by a soft drink company. While she realizes that these new technologies are now a big part of life for young people, she is concerned that the advertising seems to be much more pervasive than she had originally thought.