In 2014, the ALS Ice Bucket Challenge became a global phenomenon that successfully raised millions of dollars for Lou Gehrig's disease research. Since then, ALS Association reports that the money raised was helpful in funding the largest study of inherited ALS ever and successfully identified a breakthrough new "NEK1" gene.
Now, one Toronto, Canada-based marketing agency called 'Klick' is hoping to revive the challenge with a twist. Agency employees are now partaking in the #WhatsInYourBucket challenge, which is set up outside of its offices in the city's downtown. Rather than having ice water dumped on them, participants are able to choose a substance to be poured on them—including other unpleasant items like iced coffee, beer, sand, baby powder or glitter.
Each weekday in August, Klick is participating in the challenge and sharing videos of the #WhatsInYourBucket challenge to social media to raise awareness.