ROCKINGHAM – Within today’s world of social media dominance, information about all of the highs, lows, and laughs of a person’s day are being shared faster, and to a wider audience than ever before, leading to the creation of the viral video era.
In some cases, videos go viral because of their happy and heartwarming nature, such as in the hundreds of homecoming surprises and picturesque proposals caught on camera. Other videos go viral just because they are downright hysterical, like the one of Robert E. Kelly, the man whose BBC interview was interrupted by his children.
But other times the videos go viral for not such positive reasons.
And as the concept of “going viral” becomes an increasingly dominant part of the 21st century, the pressure to “keep up with the Jones’’” is becoming larger than ever. A new culture has emerged wherein people will seemingly do anything, no matter how silly, outrageous, or even dangerous, in order to receive more likes, follows, and potentially, go viral.
Over the past few years such a mentality has been demonstrated through the invention of several “challenges,” wherein people, should they choose to accept, must complete the task on camera and upload to their preferred social media outlet.
There was the Ice Bucket Challenge, which raised millions of dollars for ALS research, as people doused themselves in ice water in the name of awareness. Shortly thereafter came the challenge of “planking” in the most wild and comical places individuals could possibly imagine.
But somewhere along the way these challenges have taken on a rather dangerous twist.
Last year there was the Kylie Jenner Lip Challenge, where people suction cupped their lips for as long as they could handle, causing them to swell to over double their size, bruise, and in some cases even burst.
As absurd as such a challenge may seem, the first viral video craze of 2018 takes the cake, or rather, the cleaning supplies, as people are now taking on the “Tide Pod Challenge.”
The rules of the challenge are simple:
Step one: Buy a package of Tide Pods.
Step Two: Videotape yourself eating a Tide Pod on camera.
Step Three: Post the video to social media.
Since this challenge first went viral just weeks ago, the response has been insane.
Hundreds of videos of people chomping down on plump packets of clothing detergent have been uploaded to Youtube alone.
More than 86 cases of teens intentionally ingesting this detergent have been reported to the American Association of Poison Control Centers since January 1. To compare, there have been only 92 total intentional and reported cases of this activity by teens during the entirety of 2016 and 2017 combined.
And tragically, at least 10 people have died according to CBS reports.
Despite these numbers, many children and teens are under the impression that this challenge is harmless. However, that is far from the truth. AAPCC’s CEO and Executive Director, Stephen Kaminski, JD, released a public statement earlier this week, warning of the dangers of this challenge.
“We cannot stress enough how dangerous this is to the health of individuals,” Kaminski wrote. “It can lead to seizure, pulmonary edema, respiratory arrest, coma, and even death.”
Not to mention the ensued coughing, followed by intense burning of the mouth, throat, stomach, and intestinal tracts that have also result in even the milder cases of such ingestion.
While many stores are taking preventative action to this rising issue by relocating the placement of their Tide Pods displays, some even placing them behind the counter or in plastic security containers, Proctor and Gamble CEO David Taylor has released the following statement Monday:
“As a father, seeing recent examples of young people intentionally take part in self-harming challenges like ingesting large amounts of cinnamon or the so-called ‘Tide Pods Challenge’ is extremely concerning.
The possible life altering consequences of this act, seeking internet fame, can derail young people’s hopes and dreams and ultimately their health.
Ensuring the safety of the people who use our products is fundamental to everything we do at P&G. However, even the most stringent standards and protocols, labels and warnings can’t prevent intentional abuse fueled by poor judgment and the desire for popularity.
As P&G’s CEO, I assure you we’re working with our partners to do what we can to stop this dangerous trend, including ensuring social media networks are removing videos that glorify this harmful behavior, partnering with advocacy and industry groups to help spread the word that this is dangerous behavior not to be copied, and releasing this public service announcement that is designed to reach teens and young adults – in addition to other steps we’ve taken.”
Fortunately, the news of the dangers of this challenge is spreading, evidence of its participation is being removed, and videos warning of its dangers are being posted in their place. Hopefully all leading to the end of this challenge’s 15 minutes of fame.
At the time of this publication, no reported cases of the “Tide Pods Challenge” have been reported in Richmond County.
