What went wrong with the Instagram campaign.

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But within hours, a key problem emerged.

Many of the first blackout posts also included the ‘blacklivesmatter’ hashtag. This meant that that posts containing important and timely information about the movement (resources, protest details, police actions, ways to aid the cause, and so on) were buried beneath an avalanche of blank boxes.

Music artist Lil Nas X was among those to point out that the campaign was, in fact, masking the reality of the situation.

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