On or around the anniversary of the date then sound.
Instead they used their fake grief as a PR exercise mate. Its tasteless.
But if the people it's aimed at appreciate it, does it really matter? If someone lost a loved one that day and seeing that wreath makes them think "That's nice, I appreciate the gesture", then that's a good thing surely?
If they think "How tasteless that they're trying to milk what happened to us for some undeserved kudos", then fair enough. But we don't know that. So instead I'm going to hope for the best and give them the benefit of the doubt