Standing amid a scene of utter devastation, Ayman al-Aloul explains that his reasoning for pouring a bucket of rubble over his head is to raise awareness for the suffering of people in Gaza.

Taking inspiration from the popularity of the ALS ice bucket challenge, the Palestinian journalist explains that his new concept is not aimed at raising money but in the hope that anyone interested will come up with their own way of helping the cause.

Several videos of people taking on the challenge have been posted on a Facebook page, as well as a number of videos on YouTube.

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