A graphic from the Horseradish Challenge. Photo: Horseradish Challenge.

JNS.org – Remember the ALS Association’s Ice Bucket Challenge? Well, a new Passover-themed viral video initiative launched by American Friends of Hebrew University hopes to replicate the same success in support of a multicultural center and program for at-risk kids in Jerusalem.

Dubbed the “Horseradish Challenge” (www.horseradishchallenge.com), the initiative asks participants to film themselves enjoying (or at least enduring) consuming a spoon of horseradish, and then to call on their friends to do the same. As part of the video, the initiative asks for a minimum $20 donation that will go toward fostering dialogue between Jewish, Muslim and Arab youths, as well as to broadly help at-risk youths of all backgrounds in Jerusalem. About $20,000 has been raised so far.

Check out “Mad Money” host Jim Cramer taking the challenge below: