Comedian, physician, surgeon and TV host Bassem Youssef has urged his 3.3 million followers to ditch dairy.
He called on his fans to take on the 10-day Ditch Dairy Challenge created by Switch4Good, a performance-based organization led by Olympic silver medal-winning cyclist Dotsie Bausch.
The initiative is supported by a host of advocates, including Alexandra Paul, Dr. Angie Sadeghi, Brendan Brazier, and Robert Cheeke.
'I challenge you'
"I challenge you to ditch dairy for 10 days," Youssef said on Instagram.
According to Switch4Good, those who give it a go, will 'feel amazing'. The organization adds: "Ditching dairy can reduce inflammation, abolish bloat and digestive distress, increase athletic performance, and improve your health overall."
Switch4Good will offer those who take part in the challenge support and information throughout the challenge. In return, they are asked to document their journey on Instagram using #DitchDairyChallenge.
After completing the 10 days, followers should tag five of their friends to try it, offering support and sending Switch4Good's Ditch Dairy Guide.