Could #FeelingNuts be the next Ice Bucket Challenge?

#FeelingNuts asks people to pose by grabbing their crotch and sharing a photo online.

Hugh Jackman accepts the #FeelingNuts challenge.

Various media outlets have labeled the #FeelingNuts effort, which aims to raise awareness of testicular cancer, as the next big campaign to sweep social media after the ALS Ice Bucket Challenge.

Instead of dumping water over their heads as in the #IceBucketChallenge, #FeelingNuts asks people to pose by grabbing their crotch and sharing a photo online. Participants tag the pictures #FeelingNuts and challenge friends to top it.

UK-based organization Check One Two started the campaign in August, but it didn’t come into the spotlight until actor Hugh Jackman posted a #FeelingNuts photo on Wednesday. Other celebrities who have joined the cause include Ricky Gervais, Usain Bolt, and One Direction.

Unlike the Ice Bucket Challenge, #FeelingNuts does not ask participants to donate money. The ALS Association raised more than $100 million through the social media challenge.

Social analytics company Brandwatch has partnered with Check One Two on the campaign. Brandwatch will measure how many people are made aware of the initiative, who they are, and whether they are engaging with it.

#FeelingNuts has already garnered more than 300 million views on Twitter and Instagram, and 54,000 brand champions are actively sharing and promoting the campaign with their friends and followers, according to Brandwatch data.

The social media activity will culminate with a comedy show in October broadcast on Channel 4 in the UK, hosted by comedian Jack Whitehall.

Brothers Simon and Andrew Salter founded Check One Two in 2012 to educate men and the women in their lives about how to check their testicles for cancer.

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