IPE/BC is an independent, non-partisan organization, however we recognize that IPE/BC Fellows and guest authors hold a range of views and interests relative to public schools, education issues, and the political landscape in BC. Perspectives is an opportunity for Fellows and others to share their ideas in short, accessible essays.
A Big No to Big O
By Patti Bacchus
October 1, 2024
Pity the poor tire-store marketing account manager, if there is such a gig. The client has a measly $20,000 to spend on a campaign, which doesn’t go far if you’re buying advertising space in a fractured and crowded media environment.
Here’s an idea: Let’s use unpaid labour in the form of captive public-school kids and their overworked, underpaid teachers, and heck, we can even make them compete for the privilege!
We won’t even have pay to promote it, we’ll get the taxpayer-funded school board’s communications staff to promote it for us!
It’s like that time Chevron tried to promote gas sales through “Fuel Your Schools,” where teachers were supposed to compete for grants to fund classroom projects, with the program being promoted at the pumps, urging parents to fuel up to fund their kids’ classrooms. Yuck.
Those were the thoughts that crossed my mind today when I scrolled by a post from the Vancouver School Board (VSB), promoting “The ‘Big Idea’ with Big O Tires,” a grant program that requires students and their teachers to compete for a $20,000 grant “implement a new, creative initiative that will help service a need in their community.”
Sounds fairly harmless, doesn’t it? I don’t know. If you go to the Big O website, the finer print gets to what this is really about: marketing. It says: “Big O Tires reserves the right to publish through its marketing channels, including but not limited to social media, in whole or in part any submissions received, including any accompanying materials and/or the names of the faculty member and/or school from which the initiative was submitted.”
It would cost the tire company a heck of a lot more than $20,000 to do some good in the community, without the free labour from students and teachers, so you can see why they came up with this scheme.
As a former Vancouver school trustee and its longest serving chairperson, I’m opposed to private businesses using schools to polish their public images. If they want to support schools, they can make a donation to the school district without requiring students and teachers to be part of their marketing programs.
With all the emphasis on critical thinking in our public school curriculum, you’d think the folks making the decisions at the VSB would pause to subject this marketing pitch to the rigours of critical thought. Apparently they did not. It should have been a big no to Big O.
Patti Bacchus is a public education advocate, commentator, and IPE/BC Board member, who was also the Vancouver School Board’s longest-serving chair, from 2008-2014. She has also served on the Board of the Broadbent Institute. Patti has written extensively about public education issues in the Georgia Straight. She believes that a strong and well-resourced public education system is key to a healthy and just society.
