Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
marketing interactive

Did MTR's apology over stray dog come too late?

share on

The MTR Corporation has become embroiled in a PR crisis after running over a stray dog last Wednesday on an East Rail line track, following a failed rescue attempt, a move that has stirred community outrage.The stray dog, which wandered on to the track, died immediately after being struck by the train. The railway company released an announcement a day after saying MTR was “saddened by the event”, and tried to clarify the incident:“In yesterday’s incident, MTR staff noticed a dog in the track area of Sheung Shui Station at around 9:50am. The Operations Control Centre immediately stopped trains from entering the station while station staff tried to coax the dog to safety. However, they were not successful and the dog hid under the platform. Staff went on to the track to try and lift the dog up to the platform, but the dog struggled and a staff member was injured in the process.As the area under the platform was considered safe, at 9:58 am, the Operations Control Centre allowed trains to move in and out of the station, but drivers were instructed to operate trains manually and at a reduced speed so that they could look out for the dog and stop the train if they saw it.At 10:09am, the dog was spotted at Fanling Station by station staff. The staff immediately signaled an incoming train to stop to facilitate a search, but the dog could not be located.”While the company emphasises its efforts to try to rescue the stray, a video going viral on social media criticises the attempts.A protest staged by hundreds of dog lovers against the MTR’s measures to rescue the stray dog and mourning the dog’s death was launched a day after the tragedy.It wasn’t until Friday the MTR Corporation expressed a “sincere apology” via an official announcement.Lynn Grebstad, founding partner and chairman of GHC Asia, believes the MTR’s apology is “just paying lip service to the public’s outcry”.“I find it amazing that there was no one on site at Fanling Station – either from the MTR staff or public - that could handle the removal of a dog from the track,” she said.“Usually all it takes to coax a dog to move is to offer it a bit of food. I can’t believe that they just let it stay there and the trains continue running.”“It’s cruel, and could easily have been avoided.”But the MTR is planning to introduce training to handle stray animals.“Which is a good thing and should have been done before now, as part of emergency training for their key staff in dealing with human and animal situations on the network.“I hope they follow through on this,” she added.

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window