Two of Malta’s key public institutions have recently come under scrutiny for taking an unusually playful – some would argue childish – approach to their advertising campaigns.

Both sought to capture attention through humour and pop-culture references, but reactions have been mixed, with many questioning whether such tactics undermine their credibility.

Kakki the cartoon poo: Health Ministry’s colorectal screening campaign

The Ministry for Health, through its Primary Care Directorate, launched a campaign to encourage colorectal cancer screening among those aged 50 to 74. Given the stigma and awkwardness around discussing bowel movements, the campaign opted for an overtly light-hearted approach: they introduced “Kakki”, a smiling cartoon poo holding a test tube labelled “Colorectal Cancer Screening.”

The slogan, written in Maltese – “Kunu ma’ KAKKI ħudu ħsieb saħħitkom” – plays on the character’s name. “Kakki” literally means “poo” in Maltese, turning the campaign into a pun that urges people to look after their health.

The intention was clear: normalise conversations about stool tests, reduce embarrassment, and encourage more people to take the home screening test. But many on social media and in professional circles felt the use of a cartoon excrement character trivialised a serious health issue, calling it “childish” and even “in bad taste.”

Still, others defended the campaign, saying colorectal screening is often neglected precisely because of discomfort discussing it, so a playful push might save lives.

University of Malta’s meme marketing: clever or careless?

Not long after, the University of Malta raised eyebrows with a Facebook post promoting its courses and admissions advice. The post used the infamous “distracted boyfriend” meme, which shows a man turning his head to check out another woman while his partner looks on in shock.

In this version, the “boyfriend” is labelled “Me,” the woman walking past is “UM,” and the girlfriend is “Other institutions.” The caption read: “When you're exploring your options… and excellence catches your eye. Choose excellence. Choose UM.”

It was a direct attempt to tap into internet culture and resonate with younger audiences. However, many felt it was a surprising choice for Malta’s highest academic institution, which prides itself on standards of excellence and tradition. The meme itself is based on a scenario of ‘infidelity’, which some academics privately described as “cringe-worthy” and unprofessional.

The University of Malta has since deleted its social media post.

Is this smart positioning — or brand damage?

Both campaigns highlight a growing trend: even public institutions are embracing meme-style, playful advertising to compete for attention in crowded, digital-first spaces.

Yet this raises legitimate questions about institutional positioning. Should a cancer prevention programme rely on a cartoon named after faeces to get its message across? Should a university whose reputation rests on academic rigour tap memes associated with frivolous internet humour?

Marketing experts often note that brand credibility is hard to build and easy to lose. While catchy campaigns may generate clicks or shares, they risk undermining the gravitas of what are fundamentally serious services – public health and higher education.

A conversation worth having

In the end, whether these campaigns are clever breakthroughs or embarrassing missteps might only be answered by results. If more people get screened for colorectal cancer because of “Kakki,” or if more students apply to UM after spotting a meme, the campaigns could arguably be deemed successful.

But for now, they offer a rich case study in how public institutions balance relevance with respectability, and how far they can - or should - go in chasing modern marketing trends.