The Ice Bucket Challenge Worked. Why Not Try It Again?

New York Times

22-04-2025

Is it déjà vu or have we seen this trend before?
It's not just you. The Ice Bucket Challenge, which took over social media a decade ago, has found new life thanks to a group of college students who copied the concept, in its entirety, to spread mental health awareness.
Here's what you need to know.
What is the Ice Bucket Challenge?
The original Ice Bucket Challenge, which grew out of other online fads but was popularized as an A.L.S. fund-raiser by the activists Pat Quinn and Pete Frates, was a campaign that began in 2014 to raise awareness and help find a cure for amyotrophic lateral sclerosis, commonly known as Lou Gehrig's disease. The challenge was simple: film yourself dumping a bucket of ice-filled water over your head. Post it and challenge friends to either donate $100 to A.L.S. research within 24 hours or film their own watery video. (Many people opted for both.)
Did it work?
In a shockingly big way. The videos took off online, inspiring people around the world to drench themselves in freezing water for the cause and to urge friends to do the same. Celebrities from Taylor Swift to LeBron James to Bill Gates participated. The campaign raised hundreds of millions of dollars and drew worldwide attention to the disease. It was a rare moment of true, organic virality on a global scale.
A 2024 report by the group RTI, which was commissioned by the A.L.S. Association, said there was 'clear evidence' that the Ice Bucket Challenge had substantially accelerated A.L.S. research.
Now it's back?
It's back. Wade Jefferson, a 21-year-old student at the University of South Carolina, said he was inspired by the success of the original Ice Bucket Challenge while trying to come up with an event for a mental health awareness club he founded on campus called MIND. (The name is an acronym Mental Illness Needs Discussion, which referenced a similarly-named club at his high school. He was motivated to start the club after losing two friends to suicide, he said.)
This time, the challenge, using the hashtag #SpeakYourMIND, is intended to spread awareness about mental health. Participants are encouraged to make donations to Active Minds, a nonprofit that focuses on mental health and young people.
When Shane Beamer, the head football coach at the University of South Carolina, posted a video participating, Mr. Jefferson said he knew the challenge was gaining traction.
And people outside the school are actually doing it?
Yes. It's quite popular on Instagram stories, where people post videos encouraging their friends to participate.
Julie Picado, 23, said her teenage sister, Sharon Frias, woke her up to ask her to dump ice water on the 15-year-old's head. The sisters, who live in Saddlebrook, N.J., filmed the video with Ms. Picado leaning out her bedroom window with a kitchen pot to soak her sister sitting below. (Ms. Picado said she remembered participating in the A.L.S. challenge as a preteen a decade ago.)
'I was waiting to be nominated because I saw friend after friend doing it,' Ms. Frias said. 'It seemed like a fun way to spread mental awareness. It's a good message.'
What about celebrities?
The former N.F.L. players Peyton Manning and Emmanuel Sanders have both participated this time around. (Mr. Manning also did the challenge in 2014.) Carson Daly, a host of 'Today,' dumped a bowl of ice water on Jenna Bush Hager in a segment earlier this week. More celebrities will surely join in on the action.
Why are some people criticizing it?
Some people online have pointed out the irony of a challenge spreading mental health awareness that is built upon having a friend to nominate you. It can feel a little like a popularity contest, some said.
'I didn't know if I should do it or not,' said Sasha Steinke, a 16-year-old who lives in Nashville. 'I was thinking of all the people that don't get nominated. It could feel like they're sort of left out and that, like, defeats the purpose of including people,'
Still, she decided to participate, explaining she had experienced mental health struggles and was excited to see conversations about those all-too-common issues being normalized.
Are people donating this time?
They are, though not quite like last time. The challenge had raised nearly $250,000 as of publication.