Seems like it was a hoax set up by 4chan for shits and giggles, like that cut your hair for bieber thing a while ago, difference is, this is one,actually happening, and two, a bit more serious than cutting your hair.
It's a complete fucking mockery of anyone with mental issues and a psychological addiction to self harm. If anything it's gonna increase the worldwide stigma of self harmers as "attention seeking whining little cunts", and the fact of the matter is, they're fucking kids. Bieber fans or not, they're young impressionable children.
This is why I fucking hate 4chan. Some shit they post is funny, but stuff like this is fucking unbelievable.