AN AMBULANCE service has been forced to apologise for asking staff how "cool" Adolf Hitler was in a survey.
Four thousand employees of West Midlands Ambulance Service in England were sent out the offending questionnaire as part a £10,000 ($16,500) study to identify what made a good leader.
They were asked to rate how "cool" ten leaders were on a scale of one to five.
The list included departing British Prime Minister Gordon Brown, Winston Churchill, entrepreneur Sir Richard Branson and Hitler.
A spokesman the ambulance service apologised for any offence the question caused but added: "At the end of the day, Hitler galvanised a nation into doing something quite unusual. Dreadful atrocities took place off the back of that.
"With hindsight, it would have been better to have used a different example to illustrate this.
"The staff involved were not trying to cause any offence to anybody."