Launched as a frivolous way to raise awareness and funds for The ALS Association, everyone from Bill Gates to David Beckham has completed the Ice Bucket Challenge - and nominated famous friends to take a drenching too.
Now residents of Gaza have launched their own version of the internet craze in order to raise awareness of the desperate conditions facing many living in the conflict-stricken territory.
But rather than tip buckets of water - a precious resource in the Gaza Strip - participants are filmed tipping rubble out of a bucket over their heads.
Ayman al Aloul, the Palestinian journalist who posted the first Rubble Bucket Challenge said: 'I have to do something and to send a message all over the world about Gaza.'
In the video, filmed on a Gaza street destroyed by bombs, Aloul said that he liked the idea of the Ice Bucket Challenge, but that he couldn't justify using water.
The Ice Bucket Challenge has raised nearly £40million for the ALS Association, which works to fight the neurological disorder also known as Lou Gehrig's Disease.
But Aloul's aims are more modest. He said that, rather than 'material aid', he wanted people to offer their 'solidarity and support' for the people of Gaza.
He said: 'It is not for specific people but for all people who sympathize with the Palestinian people.
He added: 'We do not have water but this is what we have. Perhaps I will not find water to wash up with when I get home.'