Read our new manifesto

Now available on-demand

Get inspired. Find solutions. Harness the power of digital marketing.

Featuring Speakers from

Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo

Singapore Airlines under fire for insincere posts congratulating Olympiad Joseph Schooling

Singapore Airlines criticised for Joseph Schooling post

Singapore Airlines has come under heavy criticism from social media users after it posted a congratulatory image of Olympic swimming gold medal winner Joseph Schooling where he’s pushed to the back.

The image, which has since been removed from the brand’s Facebook page, depicted the national airline handing him a loyalty card loaded with points as a congratulations. It angered some users because Schooling had been pushed to the back of the image, causing people to question whether the brand was sincere.

Many have taken to commenting on the picture and other Singapore Airlines posts, with others creating humorous images of the incident.

One social media user said; “First Basic Rule of Photography 101: Subject MUST be standing prominently RIGHT IN FRONT and CENTRE of EVERYONE in the picture. You don't push an Olympic Gold Medalist all the way to the back. #FAIL”.

The photo was part of a series of posts from the airline, most of which are still on the Facebook page, in which many feature Schooling and his mother very prominently but it hasn’t alleviated the anger of some Schooling fans.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis