A journalist in India has launched a "rice-bucket challenge," encouraging people by social media to donate a bucket of the staple food to alleviate hunger, NPR reports. Since Manju Kalanidhi kicked off the effort Friday, posting a photo of herself giving 50 pounds of rice to a neighbor in the Indian city of Hyderabad, the campaign spread beyond the country's borders, garnering 40,000 likes on a dedicated Facebook page.
A third of India's 1.2 billion people live on less than $1.25 a day—and more than 100 million lack access to clean drinking water, draining some allure from the ice-bucket challenge, which as of Thursday had raised $94.3-million since July 29 for the ALS Association. "I personally think the [ice-bucket challenge] is ideal for the American demographic," Ms. Kalanidhi said. "But in India, we have loads of other causes to promote."