I just read their intent: it was a hashtag campaign to shame men. They wanted to find ways "to make guys see and experience the effects of online harassment." (I don't think they've ever been on the internet.)
http://www.cnet.com/news/morethanmean-spotlights-the-vile-online-insults-some-women-endure/
They believe that women, gays, or people of color are the only ones who experience meanies online. What does that make Gator?