The ice challenge cometh.
There are large numbers of people across the country stepping right up to douse themselves on camera as part of the Ice Bath Challenge to fight Lou Gehrig’s disease — a twist on traditional fund-raising donations.
The “challenge” is simple: Donate $100 to the ALS Association or get iced on video — and then call out three or more people via social media to repeat the “donate or douse” process. Giving raises money; getting drenched raises awareness.
The cold spell has gone viral: There are more than 50,000 ice-challenge videos on YouTube, and the hashtag #icebucketchallenge has been trending on Facebook, Instagram and Twitter.
All the talk of frigid water has resulted in a blizzard of donations: The ALS Association collected $1.35 million between July 29 and Monday morning — compared to the $22,000 the group raised during the same period last year.
Golf pro Greg Norman challenged friends Matt Lauer and Bill Clinton on July 14. Bubba has yet to accept, but Lauer let Samantha Guthrie douse him on the “Today” show a day later. Lauer then dared Martha Stewart — who then called on Gwyneth Paltrow, Ellen DeGeneres and Blake Lively to do it next.
Locals are diving in, too.
In Wisconsin, several state leaders have joined in on the challenge. Governor Scott Walker, State Representative Jesse Rodriquez and Milwaukee County Supervisor Dianna Alexander all have taken part in the challenge.
The ALS Association says the social-media campaign is definitely making a difference.
“August is usually one of the slowest fund-raising months, but this is unlike anything we’ve ever seen,” says spokeswoman Carrie Munk. “Everybody knows someone with cancer in one form or another, but only about 50% of the public is even aware of what ALS is. Awareness is incredibly important.”
