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The campaign's critics said using the term "bucket list," which is a list of things the author would like to complete before they die, was insensitive in the wake of two Malaysia Airlines tragedies since March of this year. The incidents involving flights MH17 and MH370 resulted in 537 fatalities.
The airline's web page for the contest has since been taken down. The contest is offering an iPad and a free economy class ticket to winners.