How one innocent tweet can turn out to be much more sinister…

We’ve discussed  when social campaigns cause an uproar, like when Ribena UK stupidly posted about giving your children a sugar-packed drink in the morning, but this one really takes the biscuit.

The New York Police Department (NYPD) wanted to reach out to its community and invited them to share photos of its officers with them.

The people responded using the #myNYPD hashtag but not in the way the police force expected.

People began posting photos of the NYPD’s violence towards New York’s citizens and it did not make the force look good in any way.

Take a look at the most shocking below.

Some people were seriously injured.

Then this…

However, instead of addressing the acts of violence in the pictures, Commissioner Bill Bratton told the New York Daily News, “I kind of welcome the attention…We really broke the numbers yesterday.”

He then went on to say the photos are “old news…They’ve been out there for a long time.”

Rather than stopping the campaign, the NYPD is continuing its call for entries and a statement from the NYPD’s deputy chief, Kim Y. Royster was released saying, “The NYPD is creating new ways to communicate effectively with the community. Twitter provides an open forum for an uncensored exchange and this is an open dialogue good for our city.”

But want to know what’s worse? The campaign has kicked off around the country and there are some really shocking demonstrations of violence by the police.

Check out these taken in LA, using the hashtag #myLAPD:

And then the same story in LA too…

And now it’s gone global with people around the world tweeting about police violence in their countries. These were in Mexico with the hashtag #MiPoliciaMexicana.

And these, from Turkey:

People may say this is a social campaign gone wrong, in fact, many ‘digital media experts’ said it was a complete failure. But think about it…it’s actually a very successful one, showing how one post can bring people from all over the world together in an act of solidarity for the social good.

Nice one, NYPD.

Longneck and Thunderfoot offer social media management services to build a vibrant audience for your brand across all media channels. Learn more about social media and PR here.