The Ice Bucket Challenge returns: a new wave for mental health awareness

Here comes the Ice Bucket Challenge, the challenge that went viral in 2014 with buckets of ice water to pour on each other. If at the time it was to raise funds for ALS, now it wants to do the same to raise awareness about mental health

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More than a decade after the first wave, the Ice Bucket Challenge is making waves again on social media. But this time, the bucket of ice-cold water is not about raising funds for ALS research, as it was back then — instead, it aims to raise awareness about mental health, with a particular focus on preventing youth suicide.

Back in 2014, this simple yet impactful challenge engaged millions worldwide, becoming one of the first truly global social media viral phenomena. At that time, its goal was to support the fight against amyotrophic lateral sclerosis (ALS). Today, the initiative has evolved: it originated in the United States, thanks to a group of students at the University of South Carolina, and is now known as the #SpeakYourMIND Challenge.

Led by Wade Jefferson, founder of the university club MIND (Mental Illness Needs Discussion), the campaign’s promoters aim to break the stigma surrounding mental health disorders and promote a culture of daily dialogue and awareness.

Already raised over $387,000

The mechanics remain the same: participants pour a bucket of ice water over themselves, film the moment, and post the video online while nominating others to do the same. But unlike 2014 — when Facebook and international celebrities primarily drove the campaign — this time the buzz spreads mainly through TikTok and Instagram, channels dominated by a new generation of creators and digital activists.

The result? A fresh viral wave that has already attracted well-known American TV personalities, including host Jenna Bush Hager, who took the icy plunge live on television. Although the campaign initially aimed to raise only a few hundred dollars, it has already surpassed $387,000 in donations, directed to the nonprofit organization Open Minds, which focuses on mental health among young people.

Meanwhile, the USC Mind Instagram account has surpassed 855,000 followers, proving how social media’s power can transform a local idea into a global movement. The Ice Bucket Challenge is not just a nostalgic comeback — it’s a new chance to make mental health a daily conversation topic, just as it should be for any other well-being issue.