— Mayor Michael Gabbianelli and fire officials met Tuesday to discuss how to discipline firefighters responsible for an off-color sign that was displayed below the Williamstown Fire Co.'s banner over the weekend at the state Firemen's Convention in Wildwood.

The sign, which read "Show us your t---," flew directly under the company's official banner on a balcony railing. The slogan drew the attention of residents in the Gloucester County township after a photo appeared on social media.

Shawn Rutter, a college math professor and former EMT who lives in Williamstown, submitted the photo to South Jersey Times, saying it was sexist and set a bad example for children.

"I think it's demoralizing to women. I think it's insulting," he said. "A lot of young kids idolize that type of work. Every little kid wants to be a firefighter. A lot of parents drive their kids to that parade. That's not a conducive learning environment."

Rutter emphasized that as a former EMT, he had nothing against the fire company but was concerned about how the township was represented in Wildwood. Fire departments from all over the state, and even some from Pennsylvania, attend the convention each year. Monroe Township took home at least one award from the event.

"I've got no ill feelings," said Rutter. "I commend everybody that's a policeman or fireman or EMT. But I think somebody made a bad call and it needs to not happen again."

Williamstown is a volunteer force. Gabbianelli, who was in a meeting with Chief Michael Jacobi and President Joe Kurz when reached for comment, said the three were pursuing disciplinary action, likely a suspension, against those responsible. Officials did not name names, however.

"It doesn't represent our town the right way. They are all volunteers, and they're all good guys," Gabbianelli said, speaking on behalf of fire officials. "It was probably a joke that got carried away. But something will be done about it."

He said he was not sure exactly who had posted the sign.

"This is the best comment I can make until we know more about who did it," Gabbianelli said.

The fire company posted an official response on its website as well.

"We would like to offer the fire company's sincere apologies to those who were offended," read the announcement, which also promised disciplinary action.

"While attendance at the annual convention has always been a festive occasion for our volunteers, unfortunately a few individuals of our organization exercised poor judgment posting an inappropriate banner... We ask the general public to not assess our organization through a single display of poor judgment but by the dedicated commitment of all the volunteers who proudly and unselfishly serve our community."

Andy Polhamus may be reached at apolhamus@southjerseymedia.com. Follow him on Twitter @ajpolhamus. Find the South Jersey Times on Facebook.