A social reach campaign by the New York Police Department (NYPD) went pretty awry for their own comfort. On Wednesday the New York Police Department launched a campaign to enhance the NYPD image among users. The plan was to use Twitter to boost its image. Users were asked to tweet a photo of themselves with officers and add the hashtag #myNYPD as part of a social media campaign. The start of the campaign was good with Twitter users posting images of themselves with the NYPD members
Do you have a photo w/ a member of the NYPD? Tweet us & tag it #myNYPD. It may be featured on our Facebook. pic.twitter.com/mE2c3oSmm6
— NYPD NEWS (@NYPDnews) April 22, 2014
This was the original tweet was posted on the NYPD's Twitter feed @NYPDnews on Wednesday. The tweet featured a selfie of two smiling officers and a member of the public. The NYPD then encouraged Twitter users to send in similar photos with the hashtag #myNYPD.
All was working as per the plan but somehow instead of a steady stream of friendly photos, the hashtag was quickly adopted by users posting images of police aggression.
thanks #mynypd for beating up octogenarian jaywalkers. I feel safer. pic.twitter.com/ihmcmSFRwn
— Layla Sola (@ljsola) April 23, 2014
You know you live in a police state when every 3 seconds a new #NYPD police brutality photo is being tweeted. #myNYPD pic.twitter.com/P9B361h7wc
— Occupy Congress (@OCongress) April 22, 2014
Be safe out there. #myNYPD http://t.co/OV1iKZ0GSM pic.twitter.com/Ziw1ScK11b
— Hammond Morris (@OnionAdCzar) April 22, 2014
By Wednesday, the hashtag had become one of Twitter's top trending hashtags. One photo showed a man being pushed down on to a car bonnet. It was from March 2013 and followed protests in Brooklyn over the death of 16-year-old Kimani Gray who was shot by police.
Soon enough the Anonymous protest group Occupy Wall Street also took part in NYPD bashing and tweeted an image of an NYPD police officer advancing towards a crowd with a baton raised during the recent peaceful Occupy Wall Street protest against the capitalism.