One of 2014’s biggest social media trends is making a big splashy return after more than a decade. The Ice Bucket Challenge is back in people’s feeds — and this time it’s focused on promoting mental health awareness in the US.
The challenge hasn’t changed since its original iteration: Participants still dump a bucket of ice-cold water on their head, post the video of it, and nominate other social media users to do the same. The viral trend promotes a cause for people to rally around. In 2014, the challenge raised millions of dollars for ALS research.
This time around, social media users are raising money for Active Minds, a nonprofit organization whose stated mission is to «empower young adults to reduce the stigma surrounding mental health, create communities of support, and ultimately save lives.»
This initiative is being spearheaded by the Mental Illness Needs Discussion club from the University of South Carolina. The club’s Speak Your Mind campaign began in March, when members utilized the Ice Bucket Challenge on their Instagram account to fundraise for Active Minds.
The club’s initial goal was to raise $500 — but as the Ice Bucket Challenge has gone viral once again, more than $245,000 has been contributed to the fundraiser.
The original challenge helped spread thanks to Pete Frates, a Boston man with ALS. Frates died in 2019 at age 24.
Such celebrities as Bill Gates, George W. Bush and Oprah Winfrey tackled the original challenge.
A representative for the University of South Carolina did not immediately respond to a request for comment.
