Hugh Jackman, Jamie Oliver and 5SOS are making #feelingnuts the new #icebucketchallenge
Here it is guys - the next viral social media campaign.
Hugh Jackman and other celebrities are getting the ball rolling - ha! - on a social media campaign, #feelingnuts, to raise awareness for testicular cancer.
Jackman, 45, posted a photo of himself, former America's Next Top Model judge Nigel Barker and two others, well, feeling their nuts in the manliest place they could undertake such an act - the gym.
The crotch grabbing is not just to raise eyebrows - it's all part of the message to men to regularly check their testicles for any abnormalities, reports Mashable.
One of the first celebrities to get on board was UK TV presenter Rick Edwards, who tweeted his crotch grab in late August:
He challenged comedian Ricky Gervais, who gamely took on the challenge (if you can call it that), and others have since followed suit, including another UK comedian and actor Stephen Fry:
Here's Jamie Oliver doing it:
And here are the young lads of Australian pop-rock group 5 Seconds of Summer (also known as 5SOS) doing a group grab:
Bonus! Here's a video of Hugh Jackman #feelingnuts in slow-mo:
So, men, #challengeaccepted?
Sources: Mashable, Twitter, Instagram