Just to dispel a myth: this isn't a Labour initiative, this was started by Graham Linehan, an Irish-born comedy writer who is fed up with all three parties over here and felt that the British public's view of the NHS was being misrepresented by people who should know better over there. (the hilarious Stephen Hawking gaffe, for example) It's disappointing that most of the right-of-centre blogs haven't acknowledged this because in my mind it creates yet another falsehood in a struggle that has too many falsehoods already.
However for UK political purposes it has been hijacked by Labour, indeed it features on their front page. Linehan is also unhappy about this and has started a #makelabourapologiseforiraq trend in revenge. (Not the most pointed kind of attack he could make, admittedly.)