ALS Ice Bucket Challenge: The New Phenomenon 

It’s the new craze.  Every day, tons of Facebook and YouTube users are uploading videos challenging their friends to “brave the cold” in an effort to raise money for Amyotrophic Lateral Sclerosis (ALS). But really, what is the Ice Bucket Challenge?

It’s all in the family! Susan and Averett Jones dump a cooler full of icy water on their son, Evan, who was called out by Dinwiddie County Administrator Kevin Massengill. The Jones family operates Hermes Publications.

The Ice Bucket Challenge was created to spread awareness about ALS and raise money for the cause, which according to the ALS Association website, “Amyotrophic Lateral Sclerosis (ALS), often referred to as “Lou Gehrig’s Disease,” is a progressive neurodegenerative disease that affects nerve cells in the brain and the spinal cord. Motor neurons reach from the brain to the spinal cord and from the spinal cord to the muscles throughout the body. The progressive degeneration of the motor neurons in ALS eventually leads to their death. When the motor neurons die, the ability of the brain to initiate and control muscle movement is lost. With voluntary muscle action progressively affected, patients in the later stages of the disease may become totally paralyzed.”

The challenge itself consists of participants being called out to complete the task within 24 hours and donate $10 or forfeit by donating $100 to the ALS Association.  If the challenge is accepted, the participant must make a live video stating that they accept the challenge and show their support for the cause by having a bucket of ice cold water dumped over their head for the world to see.  After the challenge is complete, the participant can call out others to do the same.  Even celebrities such as Taylor Swift, Justin Timberlake, Rihanna and Ed Sheeran have jumped on board for the cause and completed the challenge. Although the Ice Bucket Challenge is meant as a way to fight ALS, the ALS Association warns that it may not be suitable for the elderly, small children, animals or anyone with poor health.

As stated in a press release from the ALS Association, “As of Tuesday, August 26, The ALS Association has received $88.5 million in donations compared to $2.6 million during the same time period last year (July 29 to August 26). These donations have come from existing donors and 1.9 million new donors to The Association, which is incredibly grateful for this tremendous outpouring of support.” In an effort to keep the momentum going, the ALS Association asks that those who have completed the challenge and posted their videos online use the hashtags #icebucketchallenge, #alsicebucketchallenge and #strikeoutals.

“Words cannot express how grateful we are to the nearly two million people who have donated and even more than that who have likely taken the challenge. You have all made an incredible effort in the fight against this disease,” stated President and CEO of the ALS Association, Barbara Newhouse, in an August 26 press release.

However, if dumping a bucket of ice water over your head is not for you, don’t worry, donations can still be made to the ALS Association at www.alsa.org/donate.