The ALS Ice Bucket Challenge is a wonderfully goofy and effective public awareness initiative that involves people dumping buckets of ice water on their heads to raise awareness for Amyotrophic Lateral Sclerosis, also known as motor neuron disease or simply, ALS.
A growing number of famous personalities including Justin Timberlake, Jimmy Fallon and Ethel Kennedy have taken to filming themselves dumping ice water on their heads, before challenging others to do the same using the hashtag #IceBucketChallenge.
Most recently, Facebook CEO Mark Zuckerberg carried out the chilling task after being challenged to do so by New Jersey governor Chris Christie. Zuckerberg since passed on the challenge to Bill Gates. Challenged individuals are then given 24 hours to either complete the challenge, donate to the ALS Foundation, or both.
The ALS Ice Bucket Challenge is proving to be more than just a fun gimmick, with donations to the ALS Association up by 1000%.