Police in New Zealand have apologised for posting a “tone-deaf” Twitter message about breaking the news of death to family members.
Alongside a gif featuring the American Office comedy star Steve Carell, the post read: “When we have to tell someone a member of their family died in a crash.”
The image was subtitled: “This is the worst.”
The message sparked an angry backlash on social media, with many saying the tweet was offensive and questioning why police would be so flippant about tragedy.
One furious Twitter user wrote: "Staggering that anyone even considered tweeting that, let alone searched for the meme, drafted the tweet and then shared with the world".
And another said: “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.”
Another social media user wrote: "I think the person who posted that needs their twitter privileges revoked."
The department initially tried to justify its tweet, writing: "Telling someone their loved is not coming home is one of the hardest things cops ever have to do."
But it was later deleted and the police apologised, admitting it was “wrong” and “insensitive”.
It wrote: "We apologise for the recent road safety tweet. We quickly realised it was wrong & insensitive & it was immediately deleted. Thx for feedback.”
