On January 4, 2025, Brazilian influencer Thiago Nigro, known as Primo Rico, took to Instagram to express his grief after his wife, Maíra Cardi, suffered a miscarriage. Sharing images of the fetal remains, he shocked his 9.3 million followers with his raw and emotional commentary on the loss of what would have been their first child. "Nessa noite, a Maira expeliu. Tantas coisas passando na cabeça… já tinha bracinho, dedinho…" (That night, Maíra expelled [the fetus]. So many things racing through my mind... it already had little arms, little fingers...), Nigro wrote, expressing his devastation on the platform.
The post unleashed a torrent of backlash on social media. Internet users were quick to condemn Nigro’s decision to publicly share such intimate and painful moments. Users remarked on the post’s insensitivity, with comments like, "Essa é sem dúvida alguma a coisa mais bizarra que vi na internet. Que falta de noção" (This is undoubtedly the weirdest thing I've seen on the internet. What lack of sense?), reflecting widespread distaste for the graphic content. Many considered the sharing of such sensitive material not only inappropriate but also indicative of troubling societal trends around the sharing of personal grief for public engagement.
Cardi also took to social media shortly after to address the criticism, asserting her integrity and the authenticity of their pain. "Não quero ouvir que eu matei meu filho por marketing ou que eu inventei uma gravidez. ... Quem aceitaria fazer algo tão baixo, tão porca? Eu não devia estar me justificando aqui" (I don't want to hear people say I killed my child for marketing or concocted a pregnancy. ... Who would accept doing something so low, so filthy? I shouldn't even have to justify myself here), she stated. Her words highlighted not only her hurt but also the damaging misconceptions surrounding their experience as the couple navigated their grief under public scrutiny.
The emotional aftermath of Nigro’s post led to Instagram intervening to protect its users. Ahead of viewing his stories, followers encountered warnings stating the content could be distressing. Yet, the impact of the post lingered, triggering discussions around the ethics of sharing such personal losses on social media.
Following the uproar, the video was removed, its fate unclear whether it was taken down at Nigro's request or clipped by Instagram due to user reports. The removal came too late for many users who had already downloaded and redistributed the content elsewhere across social media platforms, making it virtually impossible to erase the moment completely.
Reflecting on his loss, Nigro later shared, "Dali, um processo de dor e reflexão começou. Choro, desespero, ansiedade. Por que isso aconteceu?" (From there, a process of pain and reflection began. Crying, despair, anxiety. Why did this happen?). He described his feelings of disbelief and frustration with the situation, underscoring the deep emotional turmoil such incidents can bring when faced with the public eye. He expressed gratitude toward his unborn child for their brief time together, which presented his attempt at processing the emotional aftermath.
This incident serves as both a personal tragedy for the couple and as fuel for broader conversations about how social media impacts personal grief and public perception. For many, the question remains whether such moments should remain private or be open to sharing with the world.