Movie stars have been filmed having icy cold water poured over them, ex-presidents have got on board and Facebook timelines are filled with people getting wet for charity.
And now Croydon’s finest footballers, cheerleaders and strippers have stepped up for the ALS ice bucket challenge.
Stars including Bruce Dyer, Fraizer Campbell, Peter Ramage, Jason Puncheon (pictured below), Glen Murray and Joel Ward from Crystal Palace FC all allowed buckets of ice-cold water to be emptied over their heads for charity.
Murray nominated Ramage, whereas Dyer has dared Prime Minister David Cameron to do the challenge.
At the time of going to press it was not known whether the Prime Minister had accepted the challenge.
Puncheon was so shaken up after being soaked with the freezing cold water that he refused to nominate other people in the video, instead shouting “Give me that towel”.
Georgia Krelle and Sophie Clegg from the Crystals also completed the challenge, which was aired on Soccer AM on Saturday.
Their soaking sparked a lot of positive comments on social networking sites with one fan tweeting it was “the best yet” and another saying that “today is going to be a good day”.
The girls had no idea they would be doing it on the show, but Miss Krelle got nominated the night before and thought live television would be the perfect place to do it.
She said: “I found a moving video on Facebook where an American man was crying because his mum and nan had amyotrophic lateral sclerosis (ALS) and it touched me.
“I think it’s important because no one had any idea about the disease before the challenge.
“We tried to dry our uniforms after completing it but they were still a bit wet when we performed two hours after.”
And Ruby, 25, who dances at Larry Flynt’s Hustler Club in Crown Hill, Croydon, said this is just one thing the dancers have done for charity in recent months.
The 25-year-old said: “We always get involved to help people especially those less fortunate whether they have a horrible disease or are poor.
“We’ve done Race for Life several times and the club donated coats to homeless before Christmas last year.
“I don’t take anything for granted and always give back because you never know what may happen to you in the future.”
What is the ice bucket challenge?
The Ice Bucket Challenge aims to raise awareness of amyotrophic lateral sclerosis (ALS), a chronic neurological disorder causing muscle weakness.
It started in the United States of America, ALS is known as motor neurone disease in the United Kingdom.
The challenge has gone viral on social media as a result of each participant nominating three others.
People who take the challenge, and their friends and family, are encouraged to donate to the Motor Neurone Disease Association.
It is unclear how the challenge originated, but former Boston College baseball player Pete Frates, who was diagnosed with ALS in 2011, is thought to have inspired it.