Annemarte Moland works for the state-owned broadcaster NRK. She first came across the online community a year ago when she travelled to a small Norwegian town to research a story about three teenage girls who had killed themselves. One of the girls had a private Instagram account where she had shared thoughts of suicide and self-harm. "The police told me she had a 100 followers across the country, but they didn't do anything more with it," Annemarte says. "I thought, this is strange. A hundred followers? Who are these people?"