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.