It is just weeks since the puddles from the Ice Bucket Challenge dried up but yet another charity selfie campaign is sweeping across social media.
The Wakeupcall hashtag is being used on Twitter and Facebook to raise money for Syria through Unicef.
The charity is asking people to post photos of themselves looking bleary-eyed just after they have woken up.
The trend has similarities with the #nomakeupselfie which thousands of women took part in earlier this year, raising millions for Cancer Research UK.
A number of celebrities have already jumped on the bandwagon for #wakeupcall, donating their £5 and nominating three friends.
Thor star Tom Hiddleston and Stephen Fry posted photos to their Twitter followers, with Fry writing: "I warn you - look away."
Television actress Keeley Hawes was quick to follow up with her picture after being nominated by Hiddleston.
He also named Emma Watson and Josie Rourke, the artistic director of London's Donmar Warehouse Theatre.
Other people to have taken part already include Jemima Khan, Nigella Lawson, Hugh Grant and Claudia Winkleman.
Unicef UK ambassador Khan gave more information about the campaign on her Twitter feed: "Post a video of your #wakeupcall or a photo of yourself first thing.
"Then nominate three friends to show us their #wakeupcall and help wake people up to the crisis for Syrian children."
The money donated goes to the Syria Emergency Fund.
The Ice Bucket Challenge, which involved participants filming themselves pouring a bucket of ice cold water over their heads, raised over £7m for the Motor Neurone Disease Association.
Benedict Cumberbatch, Tom Cruise, Cheryl Fernandez-Versini and George W Bush were among the dozens of stars to support the campaign.
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