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Jules Bianchi, the French Formula 1 driver critically injured during the Japanese Grand Prix on Sunday.
Jules Bianchi, a Formula 1 driver from France, crashed his car at the Japanese Grand Prix on Sunday. Later reports said Bianchi was undergoing surgery after sustaining severe head injuries.
Following the accident the "Formula 1 Backstage by DHL" Facebook page told its followers about the crash, with an image of the driver's car. But in a display of poor taste, the post also read: "By clicking 'Like' on this occasion, you'll be sending Jules your best wishes for a speedy recovery," according to a report from Metro.
The post has now been deleted and replaced with an apology, according to The Mirror.
Many of DHL's Facebook fans immediately called the company out, accusing the brand of using the tragic accident to promote the company's social media account and gain more followers.
@dhlexpressuk Your company is a disgrace using the injury of a sportsman to generate "likes" on a Facebook page. Total scum #DHL #Bianchi
- Adz (@Adz_M_) October 5, 2014
Sorry but this is a POOR SHOW by DHL. A cheap way to get "likes" VILE behaviour #bianchi #facebook pic.twitter.com/jkGVyWF0ib
- Kellie (@BigFashionista) October 5, 2014
Seriously #DHL? Bianchi's in intensive care and you're using him to accumulate likes. Low. @dhlexpressuk pic.twitter.com/h0uicgaBnT
- Piers Henderson (@piershenderson) October 5, 2014
DHL argues that "taken out of context" the post may seem insensitive, but was only meant to encourage people to like the photo, not the page, and support the injured driver.
Here's the entire apology, posted to DHL's Facebook page:
Based on feedback we've received about a post on Sunday regarding Jules Bianchi, we have removed the post and would wish to apologise for any offence caused. To clarify the matter, we were not asking people to like our page, only the photo, and it was never our aim to promote the site or DHL but was meant simply as a gesture of support for Jules Bianchi, based on our longstanding involvement in the F1 world. Taken out of context, we accept that it could be interpreted as inappropriate or cynical, but this was definitely not the intention of our social media team.