It was well intended. It was supposed to be good public relations for the NYPD. People were invited through Twitter to share a photo featuring a member of the NYPD and as an example started with a picture of a smiling guy flanked by two smiling uniformed officers.

It quickly went south and got ugly and turned into a public relations nightmare. Everyone started sending pictures of police brutality or unflattering images at best with sarcastic messages. Such as a picture of a wallet with the words "Dear myNYPD, this is not a gun." Referencing of course the infamous Amadou Diallo case. Or cops swinging batons. Or cops kneeling on the necks of protestors on the ground. You get the idea.

Go here to see an article and get an eyeful of many of the tweeted pics and sarcastic captions.