Was there ever any stupider ‘campaign’ than #30days30waysUK - having NHS accounts and local authorities telling people randomly to prepare ‘grab bags’ isn’t exactly helping. Oh, and it was running all September apparently. Never knew it existed until tonight. Good PR guys

But on a serious note, did it really not cross minds to change the language a bit this year? Or is it a brand and unchangeable? Maybe tone down the panic rather than exacerbate it. I wonder how much has been spent on this and who thinks ‘oh, a meaningless, long hashtag will help’

I mean honestly the key to a useful hashtag is short and it says what it’s about. What does #30days30waysUK even mean to someone who sees it on their timeline tweeting about emergencies and grab bags? It’s meaningless. I have to actively search.