Ice Bucket Challenge: Viral Call-to-Action Spurs Awareness and Donations

Last April, Facebook profile photos the world over went red and pink in support of marriage equality; now a new movement is taking social media by storm in the form of an icy challenge.

If you signed on to Facebook recently, you’veprobably seen videos of friends pouring of buckets of ice water on their heads. Known as the “Ice Bucket Challenge,” participants are dared to douse themselves in frigid water or donate $100 to a charity within 24 hours in order to raise funds and awareness for Amyotrophic Lateral Sclerosis, also known as ALS or Lou Gehrig's Disease. Once the mission is complete, participants then dare another group of friends to accept the challenge, creating a chain reaction and a flood of videos.

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