The American Red Cross apologized Tuesday amid backlash over a racist sign it created on swim safety guidelines for children.
The apology came after a photo circulated of the poster on social media. The poster, which was seen on display at pools in at least two towns in Colorado, read at the top: "Be Cool, Follow the Rules." Below the heading were depictions of children playing. The white children were labeled as behaving "cool" while children of color were depicted as misbehaving, or "not cool," for breaking pool safety rules.
Whether this ad is intentionally racist or not, it is a sign of American culture and perception.
The Red Cross said it has discontinued the production of the poster and removed it from its website and Swim App.
"We deeply apologize for any misunderstanding, as it was absolutely not our intent to offend anyone," the organization said. "As one of the nation's oldest and largest humanitarian organizations, we are committed to diversity and inclusion in all that we do, every day."