If you’ve been on the internet at any point during the past few weeks, you’ve no doubt seen friends, family, and celebrities caught up in a cold craze: the ALS Ice Bucket Challenge. Amyotrophic lateral sclerosis (ALS)–also known as Lou Gehrig’s disease–is a disease of the nerve cells in the brain and spinal cord that control voluntary muscle movement.
To bring awareness to this debilitating disease, challenge participants dump buckets of ice (or ice cold water) on their heads, and then invite others to do the same. In addition to the ice-y bath, participants are encouraged to make donations for ALS research and initiatives.
The movement has gone global, and has proven wildly successful for the ALS Association. From every corner of the world, people have been taking on the ice and water, and shelling out donations to the tune of $88.5 million (!!!) and counting. From young children to Bill Gates, to Kermit the Frog, and Sir Patrick Stewart, altruism has run high, with millions (over 1.9 million, to be exact) united in the fight against ALS.
Mobomo was beyond excited to participate: thanks to our good friends at Altum for sending the challenge our way! Now we’re paying it forward, and challenging our friends at Chief. Ice, ice, baby!