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Milking, the Dairy Industry’s Answer to Planking

Well, at least it’s safer than planking. British youths with a taste for Internet fame and apparent distaste for dairy products have launched a new meme, in which they stand in front of a camera and dump a carton of milk over their heads.

Dubbed milking, the soggy would-be fad has been linked by some to students protesting tuition hikes, but it appears to have sprouted from less civic desires among students at Newcastle University. “We just thought it would be funny,” the apparent creator told a British tabloid. The dairy-soakings have since spread to a number of U.K. universities.

Milking at least seems to encourage less extreme behavior than planking, which led an Australian man to plunge to his death last year when he attempted the pose from seven stories up.