NHS Choices invited readers to show their support for the health service following the US right's description of it as 'evil' and 'Orwellian'.
Health secretary Andy Burnham tweeted via Number 10 (@DowningStreet): 'Andy Burnham: Over the moon about strong support for NHS - an institution I will defend to my dying day, second only to Everton FC 'welovetheNHS'.
Visitors to the NHS Choices website were able to add a 'twibbon' (Twitter ribbon) to their personal Twitter avatars bearing the slogan 'I love the NHS' to show their support.
For several hours yesterday afternoon the slogan - or hashtag - 'welovetheNHS' was the most popular on the site. It was briefly listed at the top of the list of 'trending topics' featured on the site.
But - with no apparent tail off in usage - it later vanished from the list.
Twitter failed to respond to questions regarding why it had been removed.
- You can follow Healthcare Republic on Twitter at @HealthcareRep.
- GP and Independent Nurse editor Emma Bower is @EmmaBower
- GP and Independent Nurse deputy editor Neil Durham is @NeilDurham
- GP dispensing features editor and Independent Nurse features editor Sarah Wild is @Wild_Sarah.
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