Just when you thought it was safe to return to social media following the complete saturation of the Ice Bucket Challenge, a new phenomenon would seem to be set to clog up our Facebook and Twitter feeds for the coming months.

Hugh Grant
Hugh Grant is one of a handful of celebrities to have already taken part in #wakeupcall

The #wakeupcall challenge, in which those nominated must post a selfie taken just after they’ve woken up, has been undertaken by celebrities such as Stephen Fry, Dan Snow, Derren Brown, Hugh Grant and Tom Hiddleston. Just like the Ice Bucket Challenge, those who do so are able to nominate three other people, so it may only be a matter of time before the craze spreads out of the celebrity world and into civilian territory.

The new challenge is designed to boost awareness of, and funds for, UNICEF’s Syria Emergency appeal. While it’s not as entertaining as throwing a ton of freezing water over yourself, it’s for a good cause and a desperately urgent and ongoing one at that.

It may sound similar to the #nomakeupselfie pursuit earlier this year, which was in aid of Cancer Research UK, but notably it also invites men to take part as well as women. Models, actresses and magazine editors have been showing their support, such as Jemima Khan, Daisy Lowe, Kelly Brook, Naomi Campbell and Nigella Lawson.

Jemima Khan is the UK’s UNICEF ambassador, and launched the campaign following a trip to Jordan during which she witnessed the plight of Syrian refugee children.

More: Our take on the ALS Ice Bucket Challenge

Again, in much the same fashion as the Ice Bucket dare, those who don’t want to take part can absolve themselves by donating £5 by texting SYRIA to 70007. Pictures should be tagged #WAKEUPCALL and #UNICEF, and the central website is www.wakeupcall.org.uk.