The ALS Association has raised $13.3-million since July 29, a nearly eightfold increase from the same period last year, as the "ice bucket challenge" continues to spread virally, writes The New York Times.
Participants post videos of themselves being doused with ice water on social-media sites and challenge friends to do the same or donate $100 to charities fighting amyotrophic lateral sclerosis, the degenerative illness commonly known as ALS or Lou Gehrig's disease. The challenge had been making the rounds online for several months in connection with various causes but exploded in popularity in late July when Pete Frates, a Boston-area ALS sufferer, posted a video tying it to his condition.
Since then, numerous celebrities, politicians, and business leaders have publicly taken up the challenge, fueling a spike in ALS fundraising. The phenomenon has gotten more than 2.2 million Twitter mentions since July 29, and more than 1.2-million ice-bucket videos were shared on Facebook between June 1 and August 13.