Although the British Army didn't see the problem when they sent the message, Twitter did. Immediately.
*Starts countdown to this being deleted* https://t.co/kq9Nrl2bmE— Matt Burgess (@mattburgess1) October 19, 2016
The photo was deleted within an hour.
Camouflage paint does not equal blackface. But the message about having a "sense of humour," paired with the image, certainly didn't give the organization any benefit of the doubt.
.@BritishArmy— Wee Red Bird (@WeeRedBird) October 19, 2016
Blackface as camouflage = ok.
Blackface as humour = not ok.
Explain your robust sense of humour?
Blackface is racist. Ya'll are ignorant as shit. https://t.co/m9VrmDyk6S— #1 tracob st@n (@notjayt0m) October 19, 2016
fire ur social media strategist into the sun https://t.co/QFfqwBoOdK— Mollie Goodfellow (@hansmollman) October 19, 2016
Responding to the outrage, the British Army quickly apologized.
Here's the footage from Belize the Army wants you to see before making any further judgments:
It's still unclear what "humour" the army did see in the photo, but as always, it's important to leave comedy to the professionals when you're dealing with a sensitive topic.
As we all know, comedians are immune to this type of misstep (they're not).