In today's digitally connected world, children and adults are constantly presented with new ways to engage, react and contribute. We’re sociable beings; it’s a natural human instinct, especially amongst younger audiences, to want to belong and join in. Viral Challenges (as they’re often known) draw on these emotions and, as the name suggests, spread and gather pace very rapidly. New challenges are constantly emerging and evolving. They’re often completely innocent, raising awareness of worthy causes or simply providing amusement. However, they can have much more sinister undertones, putting children at risk of physical harm or, in extreme cases, fatal injury.

The attached document explains more.