WATCH: Facebook’s Mark Zuckerberg poor a bucket of ice water over his head

Yes, you read that right. It appears that erstwhile “Neknomination” phenomenon is being revived for a good cause. But rather than ask people to down drinks irresponsibly, the ALS Association in the US is raising awareness of Amyotrophic lateral sclerosis by getting rich celebrities to drench themselves on camera.

You can watch Mark Zuckerberg below, having accepted the nomination from New Jersey governor Chris Christie – at a penalty of having to donate $100 to ALSA if he didn’t do it within 24 hours.

Zuckerberg has in turn nominated Bill Gates, Facebook CTO Sheryl Sandberg and Netflix founder Reed Hastings. So hopefully tomorrow we’ll have a video of Bill Games to share with you. Let’s hope with all of these billonaires weaselling out of a small (for them) charitable donation at least someone is donating to help stop ALS.

Update (14:57): Here’s Twitter CEO Dick Costolo doing the same… but using Vine, of course:

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I've made a donation to stomp out ALS. I challenge @spencerrascoff. Your turn @carlquintanilla #icebucketchallenge https://t.co/enub9GG4mo

— dick costolo (@dickc) August 13, 2014