The New York Police Department was hoping to address its PR problem, not a brutality problem. The #MyNYPD hashtag was set up so that citizens could submit photos of themselves with New York police officers, like this:

However, as Aljazeera reports, it wasn’t long before the hashtag had been hijacked, particularly by members of the Occupy movement who wanted to show their NYPD in action.

https://twitter.com/guru0509/status/458695805017137152

While the PR effort might seem to have backfired, it did “open a dialogue.”

https://twitter.com/sibyllachips/status/458782495220453376