A store chain is facing a social media backlash and calls for a boycott after it angered mental health campaigners by appearing to mock bipolar disorders.
Don’t make ‘em angry. You won’t like them when they’re angry…
Joy, a clothes chain with 26 shops nationwide, was sent an image of a greeting card it stocks in one of its London stores, which a Twitter user found offensive.
Appealing to the store, the customer said the card, which had “don’t get mad, take lithium” scrawled on it, was “offensive to people with bipolar disorder”.
In response, Joy replied: “Then if you know anyone with bipolar disorder, don’t buy it for them. PROBLEM SOLVED.”
Which is the perfect response, actually. And if a few more companies used it, and then stuck to their guns in the teeth of the expected outrage, they might find they’d no longer have to play catch up with these sorts of issues.
But sadly, they didn’t stick to their guns. And we all know how useful appeasement is in making your problems go away, don’t we?
This afternoon, Joy apologised for the incident, saying that it often tries to be “irreverent” but sometimes gets it wrong.
They said: “We at JOY like to start conversations and create dialogue, we try to be irreverent, sometimes we get it wrong. Please accept our apologies.”
Did that work? No. Of course not. You can’t reason with the unreasonable.
Twitter users had also raised the incident with mental health charity Bipolar UK, who said it would be following the matter up with Joy “asap”…
Frankly, I’d be inclined to serve them in the same fashion.