A year after the Ice Bucket Challenge brought motor neurone disease to global attention, protesters are raising awareness of falling milk prices in their version of the challenge.
Angry at the low cost of milk, dairy farmers in the UK have been pouring milk on their heads, to highlight how little it is currently worth.
In the video above, the Vale Veterinary Group Farm Vets, a group in support of the protesting dairy farmers, stand in front of a tractor that then pours gallons of milk over them.
The group is taking part to raise money for the Farm Community Network, which is helping farming families through difficult economic times.
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