Twizzler Challenge is the Ice Bucket Challenge of 2015

CELEBRITIES are nominating each other to make awkward videos of themselves sharing a stick of red licorice with a pal. All for a good cause, of course.

Twizzler Challenge the ice bucket of 2015

IT’S being billed as the ice bucket challenge of 2015.

The Twizzler Challenge involves two people sharing a stick of the red licorice, Lady and The Tramp-style, and it’s going viral in the US to raise money for autism.

The Today Show’s Matt Lauer and Kathie Lee Gifford locked lips on the program and then shared a hug, after being nominated by fellow Today hosts Willie Geist and Meredith Vieira, who also shared a sneaky licorice kiss.

But Vieira wasn’t Geist’s first Twizzler love. The starry chain reaction began in early March when a Twitter user challenged him to split a Twizzler with Orange Is the New Black star Uzo Adubaat at Comedy Central’s Night of Too Many Stars.

Now, the pair have nominated Mad Men’s Jon Hamm and John Slattery.

The hashtag #TwizzlerChallenge has started trending on Twitter, with celebs and ordinary people chipping in,

My #TwizzlerChallenge for autism w/ @jimglaub. Challenging @RamonLawrence & @Sprfshn to do it or donate to @NYC4A. pic.twitter.com/BjfHvUBKnW

— Amanda Lehner (@AmandaLehner) March 17, 2015

.@BillyBush and @KitHoover take the #TwizzlerChallenge to raise awareness for autism! http://t.co/0tGztKvNE4 #Access pic.twitter.com/45UVexz7Dr

— AccessHollywoodLive (@AHLive) March 13, 2015

Not enough programs actually HELP us families who are raising kids that have autism. Hate to be cynical #TwizzlerChallenge +

— TeachingRascals (@teachingrascals) March 17, 2015

Like the Ice Bucket Challenge but with ALL THE GERMS http://t.co/K7mg8i6i7l #TwizzlerChallenge

— Laura Stampler (@laurastampler) March 17, 2015

Some applauded the idea of using the licorice kiss, which has been around for years, for a good cause. But, as with the ice bucket challenge, others questioned whether this was the best use of our time or the best way to help people with autism.

All we know for sure is that these awkward videos are very funny.

Will Australians and the rest of the world start sourcing Twizzlers, or upping the risk factor with a Snake Challenge? Only time will tell.

Find out more about the #TwizzlerChallenge here.