American post-apocalyptic horror film Bird Box started streaming on Netflix worldwide on December 21. For the uninitiated, the film follows a woman (played by Sandra Bullock) and her children, Boy and Girl, being forced to navigate the world with blindfolds on, in order to protect themselves from an evil entity, that if seen, causes people to kill themselves.

A meme of the blindfolded Sandra Bullock towing her kids away in a boat became viral across social media a couple of days ago. Following that, numerous videos of people applying the concept in real life and walking through the streets of New York and other cities blindfolded were being shared on Twitter and Instagram. The dangerous task resulted in the injury of a few people, prompting Netflix to issue a warning against the endeavour.

“Can’t believe I have to say this, but: PLEASE DO NOT HURT YOURSELVES WITH THIS BIRD BOX CHALLENGE. We don’t know how this started, and we appreciate the love, but Boy and Girl have just one wish for 2019 and it is that you not end up in the hospital due to memes,” posted Netflix on their official Twitter page.

Bird Box has set the record of becoming Netflix’s most popular original release, fetching more than 45 million of its users to watch the film within seven days of its release.

Can’t believe I have to say this, but: PLEASE DO NOT HURT YOURSELVES WITH THIS BIRD BOX CHALLENGE. We don’t know how this started, and we appreciate the love, but Boy and Girl have just one wish for 2019 and it is that you not end up in the hospital due to memes.

Can’t believe I have to say this, but: PLEASE DO NOT HURT YOURSELVES WITH THIS BIRD BOX CHALLENGE. We don’t know how this started, and we appreciate the love, but Boy and Girl have just one wish for 2019 and it is that you not end up in the hospital due to memes.

— Netflix US (@netflix) January 2, 2019