The Ice Bucket Challenge is back with a new spin-off.
Originally started in 2014, it was mostly focused on ALS when Pete Frates, a former Boston College baseball player, was diagnosed in 2012; it helped push the campaign toward raising funds for ALS research.
The campaign spread all over Facebook and other social media platforms. It involved people pouring ice-cold water onto a person’s head, and it even got celebrities like Lady Gaga and Taylor Swift to participate. Within a matter of just a few months, the whole internet made $115 million dollars.
Rumour and criticisms were relating to the campaign. Participants were accused of being selfish, and instead of the money going to charity, it was primarily used for fun. The ALS Association found out, and on August 28, 2014, they filed a report.
The trend restarted, regaining popularity in the United States. The platform TikTok started spreading more awareness using the hashtag #SpeakYourMind.
In this campaign, influencers like James Charles, Brooke Monk, and many more who were nominated decided to address awareness for a different campaign this time around.
The trend was brought back by a group of students at the University of South Carolina to benefit Active Minds.
It inspired young people with mental health to get help and know it is okay to talk to someone. Just from it beginning in April 2025, Active Mind has already raised over $338,000.
Not only is it being revived 11 years later, social media plays a part in this due to the advance of power. In 2014, Instagram had 300 million users and now in 2025, Instagram has over 2 billion.
A decade of platform growth not only reflects public engagement but also the campaign’s ability to adapt and maintain relevance.
It is mostly popular on TikTok because anything can go viral overnight. Within weeks, the hashtag was the fifth most popular thing due to friends challenging each other.
The success of the Ice Bucket Challenge demonstrates how platforms can transform health campaigns into global change and long-term awareness, effectively turning awareness into visible action.
