New Zealand Police sorry for crash death tweet
New Zealand Police has apologised after an "insensitive" tweet about road death victims.
Criticism on social media labelled the tweet "tone-deaf" and "staggering".
"When we have to tell someone their family member has died in a crash," said the tweet from the official New Zealand Police twitter account, alongside a gif featuring American Office star Steve Carell.
"This is the worst," read the subtitle to the gif.
One social media user was quick to hand the police an award for "social media fail of the week", describing the tweet as "tone-deaf".
Skip Twitter post by @nikdirga
OK, it's only Monday, but this tweet by NZ Police already takes the booby prize for social media fail of the week. Tone-deaf. pic.twitter.com/w4xG3NAyPL
— Nik Dirga (@nikdirga) October 9, 2017
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End of Twitter post by @nikdirga
Another predicted an imminent deletion and was proven right.
Skip Twitter post by @BenUffindell
Is it just me or this tweet going to get deleted? https://t.co/MUmnYyNvvP
— Stand-in Hooton (@BenUffindell) October 9, 2017
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End of Twitter post by @BenUffindell
Responding, the New Zealand Police explained that they had meant to convey how hard it is for officers to tell people of a loved one's death.
Skip Twitter post by @nzpolice
Telling someone their loved is not coming home is one of the hardest things cops ever have to do.
— New Zealand Police (@nzpolice) October 9, 2017
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End of Twitter post by @nzpolice
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The tweet was indeed deleted and the New Zealand Police issued an apology.
Skip Twitter post 2 by @nzpolice
We apologise for the recent road safety tweet. We quickly realised it was wrong & insensitive & it was immediately deleted. Thx for feedback
— New Zealand Police (@nzpolice) October 9, 2017
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End of Twitter post 2 by @nzpolice
Skip Twitter post by @scott___warren
Staggering that anyone even considered tweeting that, let alone searched for the meme, drafted the tweet & then shared with the world!
— Scott Warren (@scott___warren) October 9, 2017
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End of Twitter post by @scott___warren
"Staggering that anyone even considered tweeting that, let alone searched for the meme, drafted the tweet and then shared with the world," advised one social media user with a background in consulting and community relations in Australia.
But others applauded the police for the swiftness of their response and for apologising.
Skip Twitter post by @KrystleF
Thinking of the social team @nzpolice today – a bad call but good on you for being upfront & apologising ASAP.
— Krystle Field (@KrystleF) October 9, 2017
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End of Twitter post by @KrystleF
"Thinking of the social team at New Zealand Police today," one tweeted. "A bad call but good on you for being upfront and apologising as soon as possible."
