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.

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