The University of Malta has removed a social media post using a once popular meme after its pro-rector said it breached its own equality guidelines.
A version of the ‘distracted boyfriend’ meme was recently posted on the University’s social media accounts to attract new students.
The image, which shows a man ogling a woman in a red dress while his outraged girlfriend stares at him in disbelief, dates back to 2017 and has been widely parodied online.
But pro-rector Carmen Sammut, spoke out against the advert, saying it goes against the University’s core values and violates its Equality Policy.
The University of Malta’s version of the meme showed the University of Malta as the girl in the red dress, and “other institutions” as the girlfriend looking on in horror.
The caption of the post read: ‘When you’re exploring your options… and excellence catches your eye. Choose excellence. Choose UM.”
The Facebook post which was later removed. Photo: University of Malta FacebookSammut said she found it “baffling” how the advert was approved, especially since the Equity Office provided training to staff about such standards.
“While the ad aims to boost engagement, it conflicts with the respectful and inclusive values we uphold,” she said.
“This advert misses the mark with prospective students, especially when we are appealing to smart women and smart men.”
Sammut is the pro-rector for student and staff affairs and outreach, and is a lecturer in journalism and media communication at the University of Malta.
She was also the chairperson of the consultative committee that had advanced the gender equality quotas in parliament.
A University of Malta communication spokesperson said the advert was never meant to harm or offend anyone, and was removed after the marketing team received reactions internally.
Named meme of the year in 2017, the stock image, best known as ‘Man Looking at Other Woman’, was meant to spark the attention of a younger audience, it said.
“It is not the first time we used memes in our post, and we wanted to target a younger audience who understands the humour behind the meme,” the spokesperson said.