It remains unknown who started the campaign launched under the Arabic hashtag #Haram-al Khair (Pyramid of Charity), which has taken the social media networks by storm in Palestine. But social media users are participating in the charity campaign nonetheless.

As part of this campaign, people challenge five Facebook friends to share a post saying that they will donate a sum of money depending on the "likes," comments and the number of shares the post gets. Every “like” and share of the post counts for 1 Israeli shekel (about $0.26), while a comment is worth 2 shekels. After 24 hours, the person who created the post will donate the total amount "raised" to a charity organization or a needy family of their choice. He or she will then challenge five friends on Facebook.

The campaign has gone viral, and some banks and companies are taking part in it, including Palestinian cellular company Jawwal and the Arab Islamic Bank.

The challenge was launched on social media in Morocco, right before the Eid al-Adha holiday in September, when artists challenged each other through posts and videos to donate money to a poor family. The campaign has now reached Palestine ahead of the new year and at the onset of winter, when poor families are in most need.