The image of an ad for funeral home and cremation services displayed at Royal Victoria Regional Health Center's cancer hospital in Ontario, Canada, grabbed international attention this month, reports The Washington Post.
The image, uploaded to Facebook by Lori Waltenbury, shows a sign that reads "Adams Funeral Home and Cremation Services" posted over RVH's parking gate.
"[The ad] just dampened our spirits," Ms. Waltenbury told The Washington Post. "It's completely insensitive, people are suffering and fighting for their lives every day ... But the sign says if [patients] choose not to fight this battle, or if they lose, we have a place for you."
Ms. Waltenbury said hospital officials were dismissive when she first voiced her concern over the signage. Ms. Waltenbury proceeded to post the image online. It was shared more than 1,100 times within three days.
Royal Victoria Regional Health posted an official response to the image on its Facebook page.
"Please allow us to say 'we are sorry,'" the statement read. "The placement was insensitive and short-sighted. Although advertising revenue does support patient programs, this ad — visible to vulnerable, brave patients and families who deserve nothing but our care and compassion — was simply wrong. RVH staff removed the gate advertisement early this morning."
The owner of Adams Funeral Home also responded. In a statement on its website, Adams said the ad was a way to support the cancer center, which helped the owner's wife fight cancer.