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New Zealand Police Made Light Of Car Crash Deaths With A GIF From "The Office"

"We apologise for the recent road safety tweet."

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New Zealand Police has apologised for a tweet in which this GIF of fictional businessman Michael Scott from The Office accompanied the text: "When we have to tell someone their family member has died in a crash".

On Sunday night three people died in a car crash near Te Kuiti on the nation's North Island, and one person died in a car crash in South Auckland on Monday morning.

Twitter users were unimpressed and quickly responded to the tweet.

OK, it's only Monday, but this tweet by NZ Police already takes the booby prize for social media fail of the week.… https://t.co/FB1DlCv6bb

@nzpolice stop this, nobody needs a cool & hip police force, we need a competent & empathetic one

@nzpolice Sorry guys but I really think this is pretty distasteful....

@nzpolice Dont let junior staff play with your twitter account

The tweet, posted just after 1pm AEST on Monday, was deleted within an hour.

The account issued an apology tweet shortly after.

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 has won awards for a social media campaign featuring viral dance recruitment videos.

An estimated 326 people died on New Zealand roads last year.

Gina Rushton is a breaking news reporter for BuzzFeed News and is based in Sydney.

Contact Gina Rushton at gina.rushton@buzzfeed.com.

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