Mission possible
St. James
Much like the return of wide-leg jeans and the Jedi, the Ice Bucket Challenge is back with a vengeance.
In 2014, this viral social media campaign garnered worldwide attention for amyotrophic lateral sclerosis, a neurological disease also known as ALS or Lou Gehrig's Disease.
Participants filmed themselves having a bucket of ice water dumped on their heads, then nominated friends and family to do the same and/or donate to ALS research.
Photo by Wanda Prychitko
Brooklands Admin Staff accepted the challenge from another school in the St. James-Assiniboia School Division, encouraging everyone to make positive youth mental health a priority.
In Canada alone, more than $17 million was raised in five months, and more than $220 million US was raised globally. ALS continues to be a fatal condition that takes people in their prime.
Fast forward to 2025, and the Ice Bucket Challenge is front-and-centre of a new movement launched by Mental Illness Needs Discussion, a student club at the University of South Carolina.
Dubbed the #SpeakYourMind Ice Bucket Challenge, the campaign encourages us to engage in conversation, reduce the stigma surrounding mental health, foster mutual support and advocate for suicide prevention.
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In 2022, Health Canada reported that one in four Canadian youth had been diagnosed as struggling with one or a combination of mental, emotional, developmental or behavioural issues. Suicide was the second leading cause of death among those aged 15 to 34. These numbers are staggering, tragic and avoidable.
The Ice Bucket Challenge is but a medium, with the capacity to draw attention to a host of concerns. I have no doubt that other issues worthy of our attention will use the Ice Bucket Challenge to shine a light on their cause in the future.
Just as door-to-door canvassing was initiated by a single group, we know that many, many organizations have utilized the model to raise awareness and funds. If it ain't broke – don't fix it.
In the midst of so much Canada-U.S. divisiveness, I think we can agree that the mental health of youth everywhere is a critical issue, and not one to be politicized.
Whether you splash yourself, nominate a friend, donate your time or assets, the point is to be open to others in need and not be afraid of the conversation. You can be involved as little or as much as you like – but please be involved.
Wanda PrychitkoSt. James-Assiniboia community correspondent
Wanda Prychitko is a community correspondent for St. James-Assiniboia.
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