AHMF: Hamilton Island

Hamilton Island Billboard

In September 1999 the Hamilton Island Resort displayed billboards on the approaches to the Sydney and Melbourne airports disparaging of ME/CFS.

Click on the picture for a full-size photo

The billboards displayed a picture of a couple sunbaking in a dinghy with the words "CHRONIC FATIGUE SYNDROME" printed in large letters to the right. The bottom of the billboard was captioned "Hamilton. The island that is spoiling Australia."

After receiving dozens of letters of complaint from ME/CFS sufferers, Hamilton Island responded by saying, "Without admitting any liability...we would like to sincerely apologise to any offence that has been taken." The billboards were altered or taken down, but Hamilton Island made no effort to counter the negative image of ME/CFS their advertising must have conveyed to the general public.