While greeting cards are private communications for the most part, what is expressed within these innocuous folded sheets of paper has the power to shape our perception of the world, including and especially ourselves. So it makes perfect sense that from time to time, the Greeting Card Association (GCA) carefully reviews exactly what the freshest designs and sentiments in the card market are celebrating in order to honor the talented makers who bring them to life. This results come into clear focus through the Louie Awards — AKA, the Academy Awards of the card community.
To that end, this year, the Louie Awards committee introduced seven new categories to replace and better express and reflect the rather broad “Celebrating Diversity & Inclusion” category. They are: Celebrating LGBTQIA+; Celebrating Latinx Culture; Celebrating Black Culture; Celebrating AAPI Culture; Celebrating Indigenous Culture; Celebrating Women; Global Greetings; and Celebrating AAPI.
While this is wonderful, welcome news, anyone who has ever been a part of a large organization knows that even the most positive public change can be a difficult, painstaking process behind the scenes. Since I sit on the Louie Awards committee, over this past year I had a front row seat to witnessing Andrew Taylor of That’s So Andrew lead the charge on this essential change.
“We were very intentional this year when developing the logistics of these categories,” he wrote me. “We wanted to make sure they were accessible and equitably judged, and we explored many solutions to those barriers. Additionally, we wanted to stay true to our original purpose of these categories, which is to uplift cards designed for underrepresented communities. Diversity is never a one-size-fits-all mission, and I think splitting Louie’s former “Celebrating Diversity & Inclusion” into more specific cultures is one of the biggest strides toward equity the GCA has executed.”
The new categories were judged with a new, separate judging rubric, and the GCA subsidized two entries for makers from each of the communities. “(This) provides the opportunity for sponsorship from suppliers, reps, and larger publishers in the years to follow,” Andrew explained. “Since the GCA is continuing to explore even more ways to partner with big players like Faire and Barnes & Noble, the need for equitable representation within the Louie Awards’ entrants has never been higher.”
My first Louie gala was literally in the last century — in 1998 — so next week it will be a real pleasure to experience these 21 card finalists in person — and celebrate the premiere set of winners in the room where it all happens in San Francisco! Without further ado then, meet the fabulous finalists:
Celebrating AAPI
Celebrating Black Culture
Celebrating Indigenous Culture
Celebrating Latinx Culture
Celebrating LGBTQIA+
Celebrating Women
Global Greetings
Congratulations, finalists! Everyone who worked on this so hard behind the scenes should be so proud as well. I agree with Andrew — this is but the first step in a larger mission of reflecting our diversity and equity via the greeting card medium.
However, for now, that work can wait until the next committee meeting. First we celebrate the winners at the awards ceremony and reception next Tuesday, April 16th from 6:30-9:30pm on the Fort Mason Campus in San Francisco. Tickets are still available, and I am so glad to report that my own personal #louielewk is coming together swimmingly. I hope to see you there!
