The Otago Daily Times has apologised for an insensitive cartoon they featured in their newspaper this morning about the Samoan measles outbreak.

The cartoon, illustrated by Garrick Tremain, shows two women coming out of a travel agency with the caption reading: "I asked 'what are the least popular spots at the moment?' She said 'the one people are picking up in Samoa."

In a statement, the publication wrote: "Today the Otago Daily Times published a cartoon making reference to the measles crisis in Samoa.

"The content and timing of the cartoon was insensitive and we apologise for publishing it."

This is terrible, ODT. What a shameful assault on the cartoonist's art - and on empathy, decency, human feeling, and the people of a country with which we're so close. As Sita says, most of the 55 lives lost have been under 5. Who would draw this? Who would publish this? And why? https://t.co/zO0YCnWqwQ

— John Campbell (@JohnJCampbell) December 3, 2019

Before the apology, TVNZ's Breakfast Host John Campbell shared his disgust over the "shameful" cartoon.

"This is terrible, ODT. What a shameful assault on the cartoonist's art - and on empathy, decency, human feeling, and the people of a country with which we're so close," he wrote.

"As Sita says, most of the 55 lives lost have been under 5. Who would draw this? Who would publish this? And why?"

Cartoonist for The Spinoff, Toby Morris, also shared his outrage.

Tremain is dragging you down @odtnews. Don't know if it's stubbornness or genuinely the world has passed him by but his total lack of perspective and empathy is rotten. It's outdated and nasty and stinks of childish self centredness and assumed superiority. Yuck.

— Toby Morris (@XTOTL) December 3, 2019

"Tremain is dragging you down @odtnews. Don't know if it's stubbornness or genuinely the world has passed him by but his total lack of perspective and empathy is rotten. It's outdated and nasty and stinks of childish self-centredness and assumed superiority. Yuck," he wrote

Another journalist, Russell Brown, went as far to say the ODT should fire the cartoonist.

The ODT apologises. But really, just fire Tremain already. It's not like he's a good cartoonist. https://t.co/DymN7wlKpx

— Russell Brown (@publicaddress) December 3, 2019

Other Kiwis also shared their disappointment and outrage on Twitter.