I don't understand this. Was this picked up by the TV cameras (and if so how did they know they were going to be shown at that moment) or have they asked somebody to take a photo of them holding up their phone with a picture of Bradley on it and then posted it themselves?
Also, how are the people that have shared it and made it go viral any better? The family are the only people anybody should be concerned about and I don't see how bringing it to their attention is a positive thing.