Lena is a digital marketer. She makes posts for the internet. Her job is to make people stop and look.
This week, she writes an ad with a funny video. It makes fun of people who cannot afford new shoes. The numbers go up fast.
Lena is good at her work. The ad is clever. But when she reads the comments, her stomach turns.
A woman writes, "My son wears old shoes. This is not funny to us." Lena looks at the post again. It is clever, but it is not considerate.
She takes the ad down. She tells her boss, "We can do better." They make a new ad about repairing shoes.
The new ad is slower, but the comments are warm. Lena is proud of it. Clever is easy. Kind is harder.
A thought to keep
Clever is not the same as kind.