WE don't doubt that Universal Pictures had the best of intentions with this Twitter campaign ... but it has backfired quite spectacularly.
The Women For Women humanitarian organisation helps women survivors of war rebuild their lives, and celebrates sisterhood as part of that.
That is a very worthy cause, and one any of us would be keen to promote.
However, film giant Universal's marketing team didn't quite think through its own efforts to that end, it seems.
They've been busy promoting the new Mary Queen Of Scots film, which will be released on January 18.
READ MORE: The real Mary, Queen of Scots – in her own words
Now, as part of that, they're asking people to tell them "what sisterhood means to you" ... alongside a picture of Mary and Elizabeth I.
Celebrate Sisterhood with @womenforwomenUK & Mary Queen of Scots. Tell us what Sisterhood means to you - share your story with a picture tagging your 'sister' using #DearSister #MaryQueenofScots. Find out more here: https://t.co/pYlzIFB3lh pic.twitter.com/NfPShSi3eF
— Universal PicturesUK (@universaluk) January 2, 2019
We suspect many of our readers will be aware of the fact that the duo had a somewhat frayed relationship.
It culminated in the beheading of the Queen of Scots, so there's a limited amount of "sisterhood" to celebrate, it'd probably be fair to say.
The Twitter campaign isn't going as planned, for that reason.
1
I mean I've not seen the movie yet but...are they talking about a different Elizabeth and a different Mary here https://t.co/ScShFLJlCQ
— Marie Le Conte (@youngvulgarian) January 4, 2019
2
What #DearSister haven't imprisoned each other, plotted against one another and signed the other's death warrant?
— Mr Shanks (@mgshanks) January 4, 2019
3
... I... wanted to kill my own sister figuratively for much of my childhood, but not literally have her decapitated?
— Jenn Selby (@JennSelby) January 4, 2019
4
You know Mary had to abdicate, was imprisoned by Elizabeth for over a decade & then beheaded for plotting to assasinate her, right? And, another tiny weeny detail, they were cousins? Oh man, someone didn't think this one through!
— BJF Media.PR (@judith_fisher) January 4, 2019
5
This is just weird.
— Morna Simpson (@girlgeeks) January 4, 2019
6
It means not beheading my cousin in 2019, but I probably would’ve done it in 16thc...I mean, y’all know how this story ends, right?
— Christine Morgan (@msChristineMo) January 4, 2019
7
Well this is A Take. https://t.co/8K5rCvLL8k
— Beth Kitson (@beth_kitson) January 4, 2019
8
Sisterhood: Never meeting + signing the other ones death warrant.
— Charlie Robinson (@charlrob) January 4, 2019
9
Dear Sister, even though you're my cousin, I'm afraid your idiotic attempt to start a twitter trend has gone disastrously wrong! So I'm going to imprison you then cut off your head. You halfwit. Love you!! X #DearSister
— Prole Art Threat (@johnny_kelsey) January 4, 2019
It should be said, it seems likely the movie will go into the more positive parts of their relationship – and into the people interfering with it.
Without that context though, it's another cautionary tale about taking extra care on social media...
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