"We have noticed an increasing rate of SSI viral challenges on the platform" but have historically only dealt with those events once media outlets catch wind of them

"An SSI viral challenge is an event that promotes or encourages others to complete a challenge related to SSI, including self harming or suicide." "We have noticed an increasing rate of SSI viral challenges on the platform." "We've historically taken a reactive approach to dealing with viral events (i.e. we deal with it once it's become so viral that media outlets catch wind of it)."