Why are stars like Adam Levine and Justin Timberlake pouring ice water on themselves?
There is a new craze in town. And it involves people (voluntarily) pouring a bucket of chilly water over themselves.
Of course, it's for a good cause.
The challenge aims to raise awareness for ALS (Amyotrophic lateral sclerosis), a disease that damages the brain and spinal chord resulting in progressive paralysis.
People who take part then have to nominate other people to perform the same task, or they can choose to donate.
Most celebs like Jimmy Fallon, Justin Timberlake and Adam Levine cottoned on. They are doing both, rightfully so, we say.
Jimmy Fallon and The Roots
The viral campaign was started by Pete Frates, who has been living with ALS since 2012.
To date, it has raised more than US$5.7 million (S$7.09 million) in the two weeks it's been taking place.
The Fault in Our Stars actor Ansel Elgort
The campaign does have its flaws though, since it gives the option of NOT donating: You can simply get around the rules by pouring ice water on yourself.
Still, it has achieved the ultimate goal - to raise awareness.
Not bad when we pit it against other campaigns like #cockinasock (Aim: To raise awareness of testicular cancer).
Yes, the hashtag took off and there were men taking photos of their penises in a sock. But arguably, there was limited awareness of the cancer because the hashtags themselves did not mention the C-word at all.
Minor quibbles aside, it's great these celebs are actually mentioning ALS, which will hopefully, push people to find out more and donate.
Watch them below!
Adam Levin, Blake Shelton and Carson Daly
Facebook founder Mark Zuckerberg
Sources: Hollywood Life, Mail Online