Will Wake Up Call See the Same Popularity as the Ice Bucket Challenge?

Tom Hiddleston, Naomi Campbell and Nigella Lawson have taken snaps of themselves as they wake from sleep for a new fundraising campaign on social media.

Russell Brand’s socialite ex-girlfriend Jemima Khan kicked off the United Nations Children’s Fund’s (UNICEF) new drive, in which participants are encouraged to take a picture or video of themselves moments after they wake and post it online with the hashtag ‘WakeUpCall’.

Khan, an ambassador for UNICEF U.K., writes in a post on Twitter:

The Avengers star Hiddleston uploaded a photo showing himself with messy hair and a hooded jacket as he squints at the camera. Other celebrities taking part include British models Campbell and Daisy Lowe, British actors Stephen Fry and Keeley Hawes, and celebrity chef Lawson.

Money raised will go to UNICEF’s Syria Emergency Fund. Organizers hope to recreate the success of the Ice Bucket Challenge, a social media craze which raised $98 million for motor neurone disease, also known as amyotrophic lateral sclerosis (ALS) and Lou Gehrig’s disease, in just one month.

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