Conservative Leadership Candidate Peter MacKay has found himself in hot water again after saying that Canadians must "overcome diversity," by which he presumably meant adversity.

In an email sent out to his supporters, MacKay addressed the ongoing coronavirus pandemic, saying rather ominously that "Canadians have overcome diversity before. We will do so again." A freudian slip perhaps?

Within minutes, startled commentators and political advocates expressed their confusion on social media. The distinguished Washington Post writer J.J. McCullough, for instance, said "geez louise, when will it end...", referring to the other MacKay mishaps that have occurred over recent weeks.

Jamil Jivani, on the other hand, struck a more serious tone, saying his comment was indicative of how "carelessly politicians talk about diversity."

.@PeterMacKay's campaign says we must "overcome diversity"



I suppose he meant "adversity"



But it does show how carelessly politicians talk about diversity



They don't even notice when it's used incorrectly in their own emails



Conservatives need to get better at this#cdnpoli pic.twitter.com/r6E8DF2DPy — Jamil Jivani (@jamiljivani) April 8, 2020

MacKay's social media campaign has taken a rather odd form over recent weeks. During his ill-advised campaign to speed up the Conservative leadership race, MacKay tweeted a video of California to the tune of an iPhone ringtone.

We cannot wait. We cannot delay the vote. pic.twitter.com/oCCDqOVnSE — Peter MacKay (@PeterMacKay) March 26, 2020

In the early days of his leadership bid, MacKay's social media team also took great pleasure in creating epileptic fit inducing videos that bared resemblance to the hypnotoad from Futurama.

Canada is free because Canadians keep it free. pic.twitter.com/Nv1bNYrKxb — Peter MacKay (@PeterMacKay) January 26, 2020

We may have all fallen into a trap here. If the goal of MacKay's online campaign was to keep Canadians glued to his Twitter feed then it has certainly been successful. Only time will tell how useful this method is when it comes to the polls.