She's passing it off as her own, pretty much the definition of plagiarism. Almost every first lady has had their own campaign that they champion, I guess its not really a rule but its assumed you come up with something near and dear to your heart to tackle. It just makes it look half assed and fake if you just blatantly rip off a past program.
You don't have to profit from something for it to be plagiarism. I agree its a good issue to tackle, which is I think its hilarious and sad that her husband is one of the worst offenders.
Plagiarized campaign + massive amounts of hypocrisy = justifiable outrage