Ice bucket challenge returns with new focus on mental health

The “Ice Bucket Challenge,” a viral fundraising campaign that raised millions for ALS research in 2014, has been reimagined by students at the University of South Carolina to tackle a new issue: mental health awareness.

The “Ice Bucket Challenge,” a viral fundraising campaign that raised millions for ALS research in 2014, has been reimagined by students at the University of South Carolina to tackle a new issue: mental health awareness.

The Mental Illness Needs Discussion (MIND) club’s #SpeakYourMIND campaign, launched on Instagram in March, adapts the challenge’s format to raise funds for Active Minds, a nonprofit whose mission is to mobilize youth and change mental health norms. Participants pour ice water over themselves, post the videos and nominate others to join — all while emphasizing the importance of speaking candidly about mental health.

The campaign surpassed $100,000 in donations on Friday and has attracted participation from high-profile figures such as former NFL players Peyton Manning and Emmanuel Sanders.

Wade Jefferson, a USC junior who founded the MIND club after losing two friends to suicide, said the campaign aims to normalize conversations around mental health and make them more accessible.

Jefferson was shocked by how widely the social media trend gained traction, having initially set a modest fundraising goal of $500 while expecting it to remain confined to the USC campus. He said witnessing its viral popularity has been surreal for the students involved.