As the ALS Ice Bucket Challenge continues to grab headlines, the Rubble Bucket Challenge has been launched in solidarity with those in Gaza who have lost their homes in the ongoing conflict with Israel.
Using #RubbleBucketChallenge to raise awareness on social media, campaigners have swapped ice-and-water-filled containers for sand and rocks.
The trend appears to have been started by Jordanian comedian Mohammed Darwaza last Friday, and made popular by journalist Ayman al Aloul over the weekend. It is not clear whether Aloul and Darwaza both thought of the idea by coincidence, or if one inspired the other.
Since its launch on Friday, the Rubble Bucket Challenge Facebook page has garnered thousands of 'likes' and shared videos of participants. On the page, activists explain their aim to “raise awareness about the war on Gaza where people are bombed inside their homes. All people are invited to accept the challenge.”
In pictures: The famous do the ice bucket challenge
In pictures: The famous do the ice bucket challenge
1/16 Lady Gaga
Lady Gaga managed to keep an admirably straight face as she poured what looked like a solid silver bowl of cold water over herself
2/16 Homer Simpson
Fans were overjoyed when their favourite yellow cartoon character got involved in the campaign to raise money to help those suffering from ALS. As per usual with Homer Simpson, things escalated quickly
3/16 Reece Witherspoon
One of those who have arrived slightly late on the scene, actress Reece Witherspoon looks nervous but resolute as she has a bucket of ice-cold water chucked over her head
4/16 Lily Allen
Lily wore a bikini as she self-administered her bucket of icy water. She thanked Jess Glynne for the nomination, and passed the challenge onto Mark Ronson, Millie Mackintosh and rapper Giggs
5/16 Daisy Lowe
Celebrity ALS Ice Bucket Challenge videos seem to be coming in faster than we can watch them - model Daisy Lowe is one of the most recent to get involved. She was nominated by Sun journalist Dan Wooton, and passed it on to radio presenter Nick Grimshaw and Abbey Clancy
6/16 Bill Gates
One of the first to go viral on YouTube, Bill Gates had freezing water tipped over him in a bid to raise millions of dollars to fight the illness ALS
7/16 George W. Bush
It felt like quite an important moment when the former President of the United States accepted nominations from his daughter Jenna Bush Hager, golfing champion Rory McIlroy, Woody Johnson, and Jim Harbaugh. He nominated 'my friend Bill Clinton'
8/16 Jimmy Fallon
In an official letter this week, the ALS Association said: 'Never before have been in a better position to fuel our fight against this disease.'
NBCU Photo Bank via Getty Images
9/16 Tom Hiddleston
Amyotrophic lateral sclerosis affects the brain and the spinal cord. Motor neurons degenerate and die which makes it increasingly difficult to move muscles
10/16 Rita Ora
There is no known cause of ALS, though there is a proven hereditary factor in some cases
11/16 Taylor Swift
There is also no known cure, though the millions being raised by the ALS association will go towards researching these great unknowns
12/16 Oprah Winfrey
The illness is also known as Lou Gehrig’s Disease, named after the all-time great baseball player from the early 20th Century whose time at the top ended when he was stricken with the illness in 1939
13/16 Mark Zuckerberg
The Facebook founder is unarguably the master of the challenge, who – following his drenching – saunters off
14/16 Justin Bieber
Bieber's first attempt was pretty naff: he didn’t quite get it and decided not to use ice or a bucket to complete the challenge. Obviously, the internet moaned at him and he was brilliantly peer pressured into having another go
15/16 Justin Timberlake
Celebrities have been nominating one another to do the challenge
16/16 Christiano Ronaldo and Marcelo
The challenge is now making its way over to this side of the Atlantic, former Manchester United players Paul Scholes and Gary Neville both doused themselves in cold water for a terminally ill fan
In Mr Aoul's Rubble Bucket Challenge YouTube video, he tells viewers: “I liked the idea of the ice bucket challenge so I decided to invent the Palestinian version.”
Standing amid what appears to be the ruins of buildings destroyed during the war, he adds: “We looked for a bucket of water, however the use of water is more important than to empty over our heads. And even if the water is available it is difficult to freeze it.”
Encouraging famous people to lend their influence to the cause as they have done with the ALS Ice Bucket Challenge, he says: “If five famous people in the world like actors or presidents will do the challenge, that means I succeeded in sending the message about Gaza.
Video: Celebrities take on the ice bucket challenge
Since Friday, the challenge has transcended the Middle East, with participants from countries including Canada and Malaysia tipping dust and rocks over their heads.
In six weeks, Operation Protective Edge has caused almost 17,000 homes to be destroyed or damaged irreparably, according the UN figures.
More than 2,100 Palestinians and 68 on the Israeli side – all but four of whom were soldiers – have died in the war.
The Rubble Bucket Challenge comes as the Rice Bucket Challenge gains attention. Unlike the ice bucket challenge, the rice bucket challenge asks that participants simply donate a bucket of rice to somebody in need.Reuse content