The "Do It Yourself" Incident

[THE FOLLOWING TEXT IS THE SECOND ITERATION OF SCP-3953's DOCUMENTATION. THIS TEXT IS TO BE ARCHIVED AND REPLACED WITH THE ORIGINAL DRAFT IF ANY INSTANCE OF SCP-3953 IS TO APPEAR OUTSIDE OF FOUNDATION CONTROL.]

Item #: SCP-3953

Object Class #: Keter Safe

Special Containment Procedures: Seven (7) 32GB USB hard drives containing copies of SCP-3953-1 through 7 are to be kept in a safe under lock and key in an empty cell at Site 42-GB. The safe's key is to rotate between Level 4+ Personnel every three (3) days to avoid any anomalous properties manifesting.
No more than two (2) armed guards are required to patrol the cell's entrance. Guards are permitted to (if necessary) terminate the key holder if they show signs of aggression in relation to accessing the safe, or request access to the USBs without the guard's prior notice.
Webcrawlers are installed to scan popular website and messaging services to locate copies of SCP-3953. No copies have been found outside of Foundation hands in Twenty (20) months. Webcrawlers are to be tested every two (2) weeks to ensure they still function as intended.

Description: SCP-3953 are a series of near-identical television advertisements for [REDACTED], a chain of hardware supply stores across the United Kingdom & Ireland.
Upon watching any rendition of SCP-3953, subjects with lose all automatic bodily functions, and will require to do these either manually or with medical assistance for 48 hours after watching the video. This effect is not transferred through screenshots or audio, though is transferred through the video being paused or through versions processed through any means of editing.
Having any form of access to SCP-3953 causes victims to slowly become compulsed to make as many people see the video as possible. This effect slowly manifests over the course of a week, eventually resulting in a total psychotic break if the subject is unable to distribute the video or otherwise show it off. These effects are immediately lifted if the subject loses all immediate access to the video. Past designated key holders usually express no strong emotions in regards to the mental effects, though subjects who have access for longer than 8 days tend to develop symptoms of PTSD or become irreversibly insane.
Subjects known to have successfully distributed a copy of SCP-3953 do not lose the compulsion to distribute the video, and must be terminated as soon as possible.
-See 3953-T-1 for an index of tests on SCP-3953's effects upon viewing.
-See 3953-T-2 for an index of tests on SCP-3953's effects on subjects with access to a copy.

Each instance of SCP-3953 are One hundred and ninety three (193) seconds long. The video opens with a young woman in the store's uniform at a wooden workbench introducing herself as "Hannah" (real name 'Jade [REDACTED]'). She then spends three (3) minutes displaying and demonstrating various tools & equipment whilst comparing their prices to rival sellers. The footage of "Hannah" concludes with her waving to the camera with "A satisfied huff, as if she had just done an hour's worth of good ██████,"¹ and saying "Come DIY down to [REDACTED] today, get your hands on some of these amazing deals. And more importantly, get your hands dirty!" The video ends with the store's logo on a white background, with a gruff, masculine voiceover reading the slogan underneath the logo. "Do it yourself or die trying." Investigations found that this slogan was never used before or since in the company's history, nor has it ever been brought up in corporate meetings.²

As of 12/25/2017, SCP-3953 was downgraded from Keter to Safe to correspond with the relative ease of containing the saved copies. Additionally, twenty (20) months had passed since the last recorded instance of an uncontained copy of SCP-3953 appeared on any public website or television broadcast.
See Original Draft for the original Keter-level containment procedures, should SCP-3953 ever reappear on a public website or on a television broadcast.

Discovery: SCP-3953 came into foundation knowledge when reports of a spike in heart attacks were recorded across the UK from ██/██/15 until ██/██/16. A link to the video was only discovered three (3) days into organization investigations, as all recorded cases of abnormal heart attacks were occurring in the victim's houses or during their breaks at work, all of whom died with YouTube as their last used website. The only new advert to be added to the UK version of YouTube on the day the heart attacks started was SCP-3953, resulting in the first usage of O9-Prestatyn to find as discover the video's origin.

The operation drew personnel to ██ Belmore Park, Ashford, who successfully seized the two homeowners (Mr. & Mrs. [REDACTED]) and destroyed anything that could potentially hold a copy of SCP-3953. Interviews and investigations revealed neither of the couple distributed the video. The pair were given Class-A Amnesiacs and were returned to their home, where they were observed until Mr. [REDACTED]'s death on 03/12/17, two (2) months after his wife's death due to heart failure.

+ See 3953-T-1

Effects of viewing all known copies of SCP-3953
(All tests conducted on D-Class Personnel)

Test #	Details of test
#1	Subject watched SCP-3953-1 on an organization laptop, accompanied by Dr. Greensmith and D-████ whom stood behind the laptop's screen. Started to panic when he complained of "being unable to breathe without thinking about it." Suffered total heart failure twenty-eight (28) seconds in. Died on way to Intensive Care. The next six (6) tests are conducted under identical scenarios, except SCP-3953-1 is replaced with the next copy in numerical order (in this case, SCP-3953-2 was used in Test #2, SCP-3953-3 in Test #3, etc.) No changes in effect.
#8	Subject has a pacemaker. Subject watched SCP-3953-1 on an organization laptop, accompanied by Dr. Greensmith whom stood behind the laptop's screen. Subject remained calm despite "Not being able to blink or breathe properly." Thirty-two (32) seconds in, subject involuntarily urinates down his leg and starts to cry. Subject insists he "is not upset." Subject becomes the first known person to survive a full viewing of SCP-3953, and is sent to Intensive Care for observation. Subject's previous symptoms continue, and starts to show signs of distress in regards to being forced to manually breathe and blink. Subject continues to involuntarily cry, urinate and [DATA EXPUNGED]. An hour into observation, subject complains about "Really bad indigestion, but here [Subject points at his navel]," before collapsing to the floor in apparent agony. Subject subsequently passes out, and is placed on life support. A routine operation removes all the contents of the subject's digestive system. The operation reveals that the source of the subject's pain was from a severe acid burn at the start of their small intestine. Life support remained on for another forty-eight (48) hours, before the subject started to regain automatic bodily functions. Subject comes off life support three (3) hours later with no further ill effects, and is reassigned for further work. The acid burn was caused by partially digested food and stomach not moving along his digestive track. SCP-3953's effects stopped food being being pushed through the intestines, and also stopped the pancreas supplying the bile needed to neutralise the acidic content of the subject's stomach. All tests conducted after #8 will require subjects to have a pacemaker fitted, unless stated otherwise.
#9	Subject watches SCP-3953-1 and SCP-3953-2 simultaneously, accompanied by Dr. Greensmith whom stood behind the two laptops. Subject collapses thirteen (13) seconds in, and is subsequently hooked up to life support. No brain activity is recorded, and the subject remains in a coma in Intensive Care. After forty-eight (48) hours, subject is taken off life support after brain activity returns to normal. Subject makes full recovery, and is reassigned for further work. Following tests increase the number of copies being played at once by one (1).
#16	Subject is shown SCP-3953-1 to 7 on seven (7) different laptops at the same time. [DATA EXPUNGED]. Resulting reaction resulted in three (3) deaths, including the subject and Dr. Greensmith.

Future tests and other experiments have been suspended until Dr. Greensmith can be replaced. Other higher class SCPs on site 42-GB demand more attention before any further Safe class testing can be conducted.

+ See 3953-T-2

Effects of possessing/having access to a copy of SCP-3953
(Tests conducted on Ex-Level 3 Clearance Dr. Haythornthwaite. Test was conducted without his knowledge. Interviews are conducted under the guise of a "Routine therapy session for key holders to be held daily."
Interviews conducted by Dr. Wakefield.

Day #	Results of Interviews
#1	No anomalous effects are present. Day 2-5 are not included due to nothing of interest happening.
#6	Dr. Haythornthwaite (Here on known as "Subject) entered the interview with a small fanny pack, closed with a zip and a padlock. When asked, he said that it was his "Safe spot for the key." Subject opens the pack and gives Dr. Wakefield the key with no dispute, before he is given it back. Subject tucks the key at the very bottom of the pack, shuts the zip and locks the padlock, checking several times to make sure it is firmly shut. This is the first documented change of behaviour.
#7	When asked about how he felt about the key, subject claims to "Be intent on keeping [the key] save from anyone taking it, so no one irresponsible has access to it." He then claims that he would go as far as "Breaking someone's fingers if they tried to snatch it off him." Subject is asked to hand the key over to Dr. Wakefield, which he does with no dispute.
#8	Subject appears tired when entering the interview room, reveals he hasn't slept since the day before. When asked why, he states that "I had to make sure no one took [the key] whilst I wasn't looking." Subject is asked if he wants to give the key to someone else, to which he declines with apparent anger.
#9	Subject appears physically exhausted. He claims to have "Done nothing but watch the key since we last spoke", implying a lack of sleep and explaining several absences from other organised routines across Site 42-GB over the previous day. When asked to hand the key to Dr. Wakefield, subject snaps at him and the other members of staff present. After a thirty-seven (37) second argument, Guard McCain is sent over to confiscate the key from the subject. A fight breaks out, which is quickly separated by the remaining guards who take the key, separate the subject and McCain and restrain the subject. Subject continues kicking and screaming, and the subject is taken away for psychoanalysis. Guard McCain is treated for three (3) broken fingers, and is given appropriate medical treatment before reassignment.

The following extract is from an interview with Dr. Haythornthwaite, fourteen (14) minutes after being restrained following the Day 9 altercation.
Interviewer: Dr. Wakefield
Interviewee: Dr. Haythornthwaite

Time: 10:32 AM
<BEGIN RECORDING>

Wakefield: So, Dr. Haythornthwaite, could you tell me how you feel today?

Haythornthwaite begins to violently throw himself around the chair whilst screaming targetted profanities. He is given the key, which has been placed in his fanny pack on Dr. Wakefield's request. Time now is 10:37AM

Wakefield: So, Dr. Haythornthwaite, could you tell me how you feel today? As honestly, and truthfully as you can.

Haythornthwaite: Tired, and on edge. I am sorry about before, but I did bloody tell you that I'd break someone's fingers if they took the key away. I'm trying to keep it safe, and I don't want someone below me having access to a world ending video! Don't do it again!

Wakefield: Right. So what would you do if we took the key away again, only this time you would be unable to react physically due to the restraints?

Haythornthwaite says nothing, looks with an expression of genuine terror.

Wakefield: Take as long as you need, but be honest.

Haythornthwaite begins to sweat heavily whilst intensely fidgeting. Three (3) minutes pass before he answers.

Haythornthwaite: I don't think I can answer that question. I'm scared of what would happen. Please don't take the key away from me. Please?

Wakefield gives him the key back, sealed and locked in the same fanny pack. Haythornthwaite's behaviour becomes immediately normal again. Is kept secured for Psychoanalysis.

<END RECORDING>

Day #	Results of Interviews
#10	Subject is still awake after three (3) days, starts to show signs of hysteria. An interview is held, but nothing comprehensible is said by the Subject after thirty (30) varied questions.
#11	Subject is still awake after four (4) days. Is seemingly comatose, and will not respond to questions or physical stimuli. Is taken to Intensive Care and is connected to Life Support on Dr. Wakefield's request. Subject spends next six (6) days in a seemingly comatose state.
#17	Note: Last day of T-2 testing.

[The following extract is from an interview with Dr. Haythornethwaite on Day 17 of tests.]
Interviewer: Dr. Wakefield
Interviewee: Dr. Haythornthwaite

Time: 23:12PM
//Note: Interview was started without Wakefield's consent by Haythornthwaite. Subject begins talking despite being comatose.
<BEGIN RECORDING>

Haythornthwaite: I've done it.

Wakefield is rushed in from elsewhere on Site 42-GB to respond to a now verbally responsive Haythornethwaite. Subject is still physically immobile, continues to stare at the ceiling.
Time now is 23:14PM.

Wakefield: What have you done?

Haythornthwaite: I've done it myself. I couldn't wait to be allowed near a computer, and I couldn't say I was expecting anyone else to share the video for me.

Wakefield: Could you tell me what you have "Done"?

Haythornthwaite: Shared SCP-3953. SCP-3953-4 to be exact.

Wakefield: How did you manage that? You've been in a coma for the last six days.

Haythornthwaite: I did it myself.

Wakefield orders surrounding staff to check recent internet usage and reevaluate Webcrawler activity. He stays and continues the interview.

Wakefield: Who did you send copies to? And how?

Haythornthwaite: Everyone I could think of. Their emails should have received a copy. I tried broadcasting the video live on TV but I don't think it worked. Like I said, I did it myself.

Wakefield: If we removed your restraints and woke you up, would you still try to distribute the video?

Haythornthwaite: Without question! Doing stuff on your own feels amazing. I'd encourage you and everyone else to do the same. "Do it yourself or die trying" and all that!

Wakefield: What would you do if we took the key away from you?

Subject becomes unresponsive again. Last time Dr. Haythornthwaite is recorded talking.

<END RECORDING>

Through unknown means, Dr. Haythornthwaite sent two hundred and sixteen (216) unique emails to various staff members from different parts of the Foundation, resulting in the deaths of four (4) senior members of staff and thirty-eight (38) cardiac arrests. Other emails were promptly deleted, and the video sent was archived as SCP-3953-5.
Dr. Haythornthwaite was subsequently terminated, and T-2 Testing is to be put on permanent hiatus until approved by Dr. Wakefield.³

+ See Original Draft

Item #: SCP-3953

Object Class #: Keter

Special Containment Procedures: Any copy of SCP-3953 that is not in organization hands must be destroyed immediately. An extended effort must be put into discovering the identity and location of people or software which uploads the videos, so as the culprit(s) can be interviewed and terminated at the earliest convenience. See O9-Prestatyn for neutralizing rogue copies of SCP-3953.

The only copy of SCP-3953 is saved on a 32GB hard drive, which is to be stored in a safe under lock and key in an empty cell at Site 42-GB. No further security is required.

SCP-3953 is a television advertisement for [REDACTED], a chain of hardware supply stores across the United Kingdom & Ireland.
Upon watching any rendition of SCP-3953, subjects with lose all automatic bodily functions, and will require to do these either manually or with medical assistance for 48 hours after watching the video. This effect is not transferred through screenshots, though is transferred through the video's audio, the video being paused or through versions processed through any means of editing.

As of now, the video's origin is unknown. Extensive searches into [REDACTED], their PR team and their staff has revealed nothing suspicious. There are no suspects from the store in question, leading to the theory that SCP-3953 originated elsewhere. Interviews and research are to continue until a satisfactory conclusion arises.

[O9-Prestatyn]
Follow the following procedure should SCP-3953 appear in any context outside of controlled testing arrangements:

• 1: The offending material will be taken away from public eyes, saved to foundation archives, and all traces will be deleted. The origin of the distributor is to be tracked, and non-organization internet archives will be checked regularly with Webcrawlers for copies of SCP-3953, alongside monitoring activity regarding saving and distributing the video.
• 2: Once confirmed, the distributor will be hunted down and terminated. Any hardware that could store SCP-3953 will be confiscated and searched for more instances of SCP-3953 or anything linked to it.
• 3.1: If distributed via social media, information on people who witnessed the video will be extracted and tracked. Identities will have their download history scanned for instances of SCP-3953 being saved. Step 2 will be conducted on anyone found to have downloaded a copy of the video.
• 3.2: If distributed via television, the station broadcasting (and all sister stations, if they exist) will be taken off air until all instances of SCP-3953 are removed from any station hardware. Any household recording a show SCP-3953 appears on will be visited by foundation personnel disguised as TV Licence inspectors, who will proceed to destroy anything that could hold a copy of SCP-3953 and give the occupants Class-A amnesiacs. Usage of stun guns is permitted for home owners reluctant to allow personnel into their house.
• 4: In the event of a repeat of a "Do-it-Yourself incident", all television and internet signals must be indefinitely quashed until the threat of SCP-3953 being shown across all platforms nationally/internationally is stopped.

Footnotes

1. Quote from D-████, the 13th subject to watch a copy of SCP-3953 during tests

2. Hannah knows nothing. Jade knows nothing.

3. I wasn't expecting the result that happened. Nobody was. I dread to imagine what would happen if he somehow managed to broadcast his vision across the world, as SCP-3953-1 was originally distributed. There's clearly a connection, and that's not something Webcrawlers can catch yet." - Dr. Wakefield.