it makes me uneasy too, probably because it's not directly related to the victims and it's just using their name/memory to promote the campaign. most of these things are things that people should be doing for reasons other than a viral campaign, that sort of stuff just reminds me of people who don't care about any issues and do nothing to help others until everyone else is doing it.

they're not making money off it, though, at least not afaik so it's not like KONY2012. they're just trying to spread awareness and get people to do kind things, so I also think it's a way of honouring the memory of the victims.