'Embarrassing' police ad pulled offline after just one hour

A Queensland Police ad campaign to stop people calling Triple-0 unnecessarily has been pulled offline just one hour after it went live.

QPS launched its ad campaign on Thursday hoping to stop people calling Triple-0 unless it’s in the case of an emergency by offering alternatives, such as online reporting for less urgent issues.

The advertisement shows a man named “Dan” who is the “world’s worst decision maker”.

Throughout the ad, Dan makes “bad choices” such as wearing a flimsy toupee and eating expired sushi. It also references Dan’s “three failed marriages”.

A still from a Queensland Police ad campaign on not dialling Triple-0 for unnecessary reasons is pictured.
A Queensland Police ad has been removed from social media after just one hour. Source: Queensland Police

But it also shows Dan making the "right decision" by contacting Policelink online “instead of tying up Triple-0”, to complain about noisy neighbours.

The video was posted to social media on Thursday at 9am but was pulled at 10am, The Australian reported.

There was also meant to be a campaign launch on Thursday, which was also scrapped.

Shadow Police Minister Dale Last told NCA NewsWire the ad is “an absolute embarrassment”.

“What a waste of taxpayers’ money,” he said.

Mr Last compared the police ad to the Federal Government’s widely-panned consent campaign which featured a teenage girl smearing a milkshake on a boy’s face.

There were also concerns about Dan’s failed marriages being a link to domestic violence and the ad not taking such an issue seriously.

Advertisement pulled, re-edited

In a statement, Queensland Police said the ad was pulled and will be re-edited.

“The decision to re-edit the video was taken as the QPS did not want a reference to failed marriages being misconstrued to suggest a link to domestic and family violence,” police said.

“There was no reference to domestic and family violence or a suggestion within the video that any of the failed marriages occurred due to domestic and family violence.”

A still from a Queensland Police ad campaign on not dialling Triple-0 for unnecessary reasons is pictured.
The ad will be re-edited, police said. Source: Queensland Police

The ad cost $40,000 to make and will now cost an additional $5000 to re-edit.

Police said it was a “light-hearted approach” to how people should use Triple-0 appropriately.

QPS receives more than 734,500 calls to Triple-0 annually but said of “concern” was that more than 674,000 of those calls could have been made through other reporting avenues.

The campaign will be re-launched at a later date.

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