Its request that Twitter users share pictures of them posing with police officers has caused people to start sending in photos of police brutality.
The NYPD sent a tweet on Tuesday, saying it might feature the photographs on its Facebook page.
The responses soon turned ugly when Occupy Wall Street tweeted a photograph of cops battling protesters with the caption "changing hearts and minds one baton at a time."
Other photos included an elderly man bloodied after being arrested for jaywalking.
Some respondents did send in the type of police-friendly photographs officials were hoping to get.
NYPD spokeswoman Kim Royster says the uncensored and open dialogue was good for the city.