The challenge involves people pouring cold water, often containing ice cubes, over their heads and posting the videos and images to social media. The participant then nominates someone to complete the challenge often in a set time frame, if they don’t they have to donate to the charity, or both.
Launched by the ALS Association in the US, to raise money and awareness of ALS or motor neurone disease as it’s known in the UK, the campaign has raised $4 million since 29 July, according to the charity.
In the UK, Macmillan Cancer Support and Motor Neurone Disease Association have taken on the campaign, asking people to donate after completing the challenge.
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