29 April 2014 - 12:37pm | posted by | 4 comments

Macmillan hijacks #tubestrike hashtag to promote its services

Macmillan hijacks #tubestrike hashtag to promote its servicesMacmillan hijacks #tubestrike hashtag to promote its services

Charities Macmillan Cancer Support and Save the Children have been using hashtag #tubestrike to raise awareness of the fact that, while Londoners may be troubled by a tube strike for 48 hours, there are more serious issues taking place.

Macmillan suggested that while some lines are closed at the moment, its hotline is still open.

Save the Children has now come up with a similar tweet, suggesting that while the tube strike will end on Thursday ‘No-one knows when the disruption in #Syria will end.’

Other companies are also using the Tube strike for promotion, with Microsoft suggesting it can help people work from anywhere.


29 Apr 2014 - 15:34

Both seem pretty insulting to the workers who are striking - these are distractions from the reasons for the strike, i.e. workers' rights.

30 Apr 2014 - 10:39

Pretty shocking hashtag "abuse" here. Two worthy causes losing their message by hijacking a third.

30 Apr 2014 - 14:08
steve82313's picture

I genuinely can not imagine actively searching for #tubestrike to read several thousand self-absorbed whines and woes per second. I'd bet the majority actually using that hashtag also did not read anyone else's comments. Why would you?

24 Aug 2014 - 19:24
Robc's picture

Bernard Muscat at Macmillan claims responsibility for this idea on his linkedin page. He's at it again only this time it's even more shameful. Macmillan has hijacked the #ALS #ICEBUCKETCHALLENGE for their own charity. ALS (also known as Motor Neuron Disease or Lou Gehrig's disease) receives less than a fraction of 1% of the funding that cancer receives and has no treatment or cure. It is a fatal disease that first robs you of your ability to move, speak, eat, and breathe on your own before killing you. I have ALS.

Macmillan has branded the campaign as their own on their Facebook page and Website despite hundreds of people expressing their shock and disappointment their actions.

They've gone so far as to advertise on Google uk for the keywords "ALS Ice Bucket Challenge" and "MND Ice Bucket Challenge" and have used the names of Mark Zuckerberg and Justin Timberlake in the first paragraph of their own press release encouraging people to adopt the ice bucket challenge for Macmillan. (Both Timberlake and Zuckerberg particpated in the challenge for ALS/MND - but MacMillan makes no mention of it.

Bernard is quick to defend his actions on Facebook, claiming that he's not hijacking anything, while at the same proudly linking to this article in his linkedin resume.

This needs to stop. The MND Association is the only UK-wide charity fighting ALS exclusively - Macmillan has nothing to do with ALS. MND Association has received peanuts in the UK compared to what Macmillan has raised by using their size and reach to steal the thunder from ALS/MND.


Please sign in or register to comment on this article.

Latest Projects from the Profile Hub

Launching SPLYT with a Social & Media Splash

Rooster cut through the crowded taxi and sharing economy...

A new collaboration for Zatchels

What happens when one of the world’s most respected...

Typosaurus - Website Spell Checker

Spelling Errors. Extinct.  Are you a voracious verbivore or...

Cutting Through The Cards, Candy and Clutter with Savanna Serenades

Valentine’s Day is a holiday that sees increased spending...

Search campaign increases revenue by 492%

Hobbycraft had been investing in PPC for a while, but spend...