Sheffield Hallam University slammed over ‘inappropriate’ city centre advertising hoarding

The hoarding, which is currently in place near the university’s main Owen building, is part of a series promoting Hallam near construction work on Howard Street.

But one Star reader, idenifying himself only as ‘Outraged of Batemoor’, noticed the young person pictured on one of the hoardings is wearing a baseball cap with the word f**k on it.

The reader, who didn’t want to be identified, described the advert as ‘inappropriate’ and questioned the university’s judgement in using it in such a promient place.

He said: “I saw this on the signage walking up to Arundel Gate, past the Howard pub, and I was outraged.

"What can only be described as a wholly inappropriate cap logo, for people of all ages to see, in one of the busiest gateways to Sheffield centre.

"It's little wonder that Britain's disaffected youth are violently protesting against the police, when one of our fine seats of learning are selling this idiotic propaganda.

"Sheffield Hallam University can't have a particularly strong English Department. If all they have to offer is four letter words.”

The baseball cap is made by the fashionable D Squared brand and can be bought for £80 online. The full slogan features the words ‘F*** ALL BUT THE FLAG’ situated around the Canadian flag.

As well as the offensive hoarding, the adverts also feature benefits of studying in Sheffield such as the city’s cultural attractions and the university’s committment to disadvantaged students.

It is unclear how long the foul-mouthed photograph has been in place but construction work began in the area last year.

The development is the first phase in Sheffield Hallam University’s 20 year masterplan for its city centre campuses.

As part of the masterplan, there will be a new business school on Howard Street, more space for the faculty of development and society and a new ‘public realm green space’ near Hallam Square.

Sheffield Hallam University have been contacted regarding the photo and we wil print their response in full as soon as we get it.

In these confusing and worrying times, local journalism is more vital than ever. Thanks to everyone who helps us ask the questions that matter by taking out a digital subscription or buying a paper. We stand together. Nancy Fielder, editor.