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#MYNYPD is a hashtag campaign launched by the New York Police Department as a community outreach program on Twitter. While intended as a feel-good social media event to boost the image of the NYPD, the hashtag stream quickly became flooed with photographs of its uniformed officers resorting to violence.
At 1:55 p.m. (ET) on April 22nd, 2014, @NYPDNews tweeted a message calling on its followers to share their photographs with NYPD police officers using the hashtag #MyNYPD.
— NYPD NEWS (@NYPDnews) April 22, 2014
The NYPD’s community outreach hashtag was initially met with genuine responses from its followers on Twitter, but it soon turned into an all-day exhibition of images depicting police brutality and racial profiling, including many photographs that went viral during the height of Occupy Wall Street protests. According to Topsy, the hashtag #MyNYPD was mentioned more than 180,000 times on April 22nd.
News Media Coverage
That afternoon, the hijacking of #MyNYPD on Twitter was reported on by The Daily Dot, Gawker, VICE, The Verge, Mediate, Mashable and The Huffington Post, as well as a number of local and national news outlets.
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