With the ice bucket challenge finally cooling off, the latest viral craze has come along to hit below the belt.
This time, with the aim of bringing attention to testicular cancer, Wolverine star Hugh Jackman is seen grabbing his crotch on video and in photos taken at a gym.
The new campaign called Feeling Nuts, is the brainchild of Check One Two, which was founded in 2012 by brothers Simon and Andrew Salter, reports ST Communities.
According to www.checkonetwo.co.uk/, they were inspired to start the movement when they saw that men were dying from one of the most preventable forms of cancer.
To raise awareness of the need for men to conduct regular checks on themselves, people are urged to get involved by "simply sharing and tagging your tweets, vine videos, instagram pics, facebook updates and youtube uploads with #feelingnuts