Farmers keen to shine a spotlight on their financial struggles are taking part in a 'Milk Bucket Challenge', reminiscent of last summer's 'Ice Bucket Challenge' phenomenon.
In clips posted on Facebook and YouTube, groups of farmers are seen being drenched with milk, in some cases poured from the bucket of a tractor.
The challenge was launched by the Farming Community Network (FCN), a charity supporting farming families.
Farmers have been taking part in a number of protests recently amid anger that milk is being sold in supermarkets for less than it costs to produce.
The FCN asked for anyone taking part in the challenge to make a donation to the charity.
It said on its website: "In order to keep the plight of dairy farmers in the minds of the general public, the Farming Community Network have launched the ’Milk Bucket Challenge’.
"The challenge is to dive, swim or simply pour milk over your head all in the name of charity."
The Ice Bucket Challenge saw people dump buckets of ice water on their own or someone else's head to raise money and awareness for amyotrophic lateral sclerosis.