From Justin Timberlake to Lady Gaga to Oprah Winfrey, even the elite of the celebrity world have been getting drenched in icy water for a good cause.Facebook supremo Mark Zuckerberg challenged Microsoft founder Bill Gates ...Brrr! I dumped ice water on my head to raise awareness for ALS. Over to you, @ryanseacrest, @elonmusk, and @TEDchris http://t.co/ZzqmhkGbMS— Bill Gates (@BillGates) August 15, 2014And Good Morning Britain tried to take on This Morning.Presenters Ben Shephard and Susanna Reid gamely stepped up to have icy-cold water thrown over their heads on live television, before nominating Ruth Langsford and Eamonn Holmes to do likewise.“@simonjwhite30: Charity ice bucket challenge @GMB@benshephard @susannareid100 #SlowMo http://t.co/Xt05h1o5wq” if you missed it here it is— Ben Shephard (@benshephard) August 18, 2014But while Ruth rose to the occasion, Eamonn was more than content to simply help pour ice over his wife's head - even declaring: "I don't feel bad!"Assisted by Rylan Clark, who did apparently feel bad, Eamonn grinned as he dumped a bucket of freezing water over Ruth and then laughed his leg off at her shocked shrieks.And the winner of The Miss Wet T Shirt contest is .......@RuthieeL . Now dry yourself off.We have a Quiz Show at 5. pic.twitter.com/PviuRbKbHf— Eamonn Holmes (@EamonnHolmes) August 18, 2014"Well, there you go, I promised I do it - my husband failed the challenge," she declared afterwards."Husband didn't. Made my day that," Eamonn chuckled.Here's @RuthieeLlooking a little full of regret after her #icebucketchallenge. What's so funny @EamonnHolmes? pic.twitter.com/GguJggZsel— This Morning (@itvthismorning) August 18, 2014Various charities have been benefiting from the craze, with Macmillan Cancer Support adopting the ice bucket challenge in the UK.Participants take part, text a donation to their chosen charity, and then pass it on by nominating others to do the same - with video evidence usually ending up on social media networks.