Well I'm not in east anglia and at least 5 seperate real-life people I know have been emailed by their employers about it or heard of friends.
I think it was also in the metro newspaper this morning which I read on the train, it's definately not a little thing that's just started up.
From what I gather it's been around a while but it's became popular this last week cos of recent events.
A quick search on google reveals it's all over the news at the mo:
http://news.google.com/news?hl=en&ne...jsp%3Fid%3D338
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