3 lessons from the ‘Baby Daddy’ card firestorm
The Father’s Day card used a potentially derogatory term while depicting an African-American couple. Both the card company and the retailer have apologized.
It’s a lesson all communicators should take to heart: Know your audience.
A greeting card that was intended as a flippant, quirky Father’s Day offering insulted some shoppers as they looked for cards that represented themselves.
American Greetings, the world’s biggest’s [sic] producer of greeting cards, says an attempt at being “playful” missed the mark, and as a result it’s pulling a Father’s Day card from retail shelves nationwide.
The card in question, sold at about 5,300 big box, drug and grocery stores across the country, shows a black couple kissing with the phrase “Baby Daddy” in the forefront. Inside, the card reads: “You’re a wonderful husband and father—and I’m so grateful to have you as my partner, my friend, and my baby daddy! Happy Father’s Day.”
Shopper Takeisha Saunders found the card offensive and shared her anger on Facebook:
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
