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From David Beckham, Justin Timberlake and Oprah, it seems everyone and their dog are pouring ice-cold water on themselves to raise money and awareness for amyotrophic lateral sclerosis (ALS).
The 'Ice Bucket Challenge' is the latest internet charity craze which involves people posting videos of themselves getting drenched by ice and challenging friends or family to do the same, or pledging $100 to ALS research.
Many go on to do both, with the American ALS Association saying it had received $22.9 million in donations, compared to $1.9 million during the same time period last year.
ALS, which is also known as Lou Gehrig's disease, attacks the nervous system and eventually leaves victims paralysed.
The craze has in part, been sparked by a dozens of celebrities and high-profile people jumping on board - from former US president George W. Bush and Bill Gates to Lady Gaga and Mark Zuckerburg.
But as these normal, every day people can attest to, the challenge isn't as easy - or as glamourous - as it seems.
Do you have an ice bucket fail to rival these? What do you think about the awareness campaign?