The dark side of creative copy.

The fine line between wit and insensitivity.

In recent days, an Indian newspaper headline reading “Donald Trumps Death” has stirred significant discussion within the local creative + copywriting communities.

The headline refers to a failed assassination attempt on former US President Donald Trump, and while the creativity behind the headline is notable, it seems to have excited some people a bit too much.

There’s an undeniable level of creativity and ingenuity involved in crafting such a headline.

It clearly grabs attention, evokes curiosity, and employs wordplay rather effectively. Yet, as people celebrate this creativity, one must also consider the human aspect of the story.

Irrespective of one’s political beliefs, the assassination attempt on Donald Trump was an attack on a human life. It’s easy to get caught up in the cleverness of a headline, but we mustn’t lose sight of the gravity of the situation it describes.

Imagine for a moment if a member of your family narrowly escaped a life-threatening situation, and people on professional platforms like LinkedIn were casually playing around with headlines about it.

The headlines might be clever, but the underlying situation is deeply personal and traumatic.

When the creative community, particularly on LinkedIn, celebrates and creates variations of such headlines, it can come off as lacking empathy and being tone-deaf.

This might be an unpopular opinion, but here I am, voicing it.

The creative community, especially those involved in copywriting + moment marketing, can sometimes become too engrossed in their pursuit of cleverness.

In their quest to stand out and be memorable, they can forget the importance of sensitivity and empathy.

Headlines and copy are powerful tools — they shape perceptions, influence emotions, and can leave lasting impacts. As such, those who create them bear a responsibility to balance creativity with empathy.

The celebration of a headline that references a near-fatal event without acknowledging its severity is an example of the creative community losing this balance.

It’s crucial for some folks to remember the weight of their words and the real-world implications of the situations they describe.

Being clever and creative is important, but not at the expense of empathy and respect for human experiences.

As professionals who wield the power of words, it’s high time we correct this lack of sensitivity. Our creativity should enhance understanding and empathy, not undermine them.