It's cold, it's fun and it's contagious. But these ice bucket challenges and similar social-media-powered stunts also are raising awareness and money for causes such as Lou Gehrig's disease, breast cancer and a camp for kids who have lost their fathers to war.
Martha Stewart has been doused. So has Matt Lauer. And pro golfer Greg Norman. Same with Lance Bass.
The fundraising phenomenon asks those willing to douse themselves to challenge others to do the same within 24 hours. If they don't, they must make a donation to a certain charity. Each person who participates nominates more friends, who nominate more friends, who nominate still more friends, which explains why the trend has exploded.
The months-old movement has taken the Boston area by storm over the last 10 days, since friends and relatives of former Boston College baseball player Pete Frates used it to raise awareness about Lou Gehrig's disease. Frates was diagnosed with the neurodegenerative disease, also known as ALS, in 2012. Frates, 29, is now paralyzed, eats through a feeding tube and cannot talk.
On Thursday, his parents, Nancy and John Frates, joined 200 people who doused themselves in Copley Square. The couple said the ice bucket challenge has done more to increase understanding about ALS than anything they've done over the past two years.
"Who knew all it would take was a bag of ice and a bucket?" John Frates told the crowd, just before participants simultaneously poured nine-quart buckets of ice water over their heads.
Similar challenges have attracted athletes, politicians, doctors, accountants and construction workers. They can take all sorts of forms: There are no-makeup selfies to raise money for cancer-fighting causes and cold-water plunges for kids' camps.
Lauer got soaked with ice water last month after Norman challenged him and ended up kicking in some cash for the Hospice of Palm Beach County, in Florida.
For those who work to raise awareness of ALS, the ice bucket challenge has been a windfall.
The ALS Association's national president, Barbara Newhouse, said donations to the national office surged during the 10-day period that ended Thursday, to about $160,000, from $14,480 during the same period a year ago. That's not counting donations to chapter offices around the country, Newhouse said.
"It's just been wonderful visibility for the ALS community," Newhouse said. "It is absolutely awesome. It's crazy, but it's awesome, and it's working."
Dave Matthews and Michael Franti are also drawing awareness to ALS, by becoming involved with the documentary, Hope for Steve. The film tells the story of a man who was diagnosed with ALS and proposed to his girlfriend of just six months, Hope, two days after his diagnosis. Hope accepted, and the two were married two months later.
The documentary (funded through Kickstarter – $30,000 in 15 days) follows the two through their heartbreaking journey. Aside from the couple's mission to raise awareness for ALS, the documentary showcases their love for each other and how it overshadows the disease's impact on their lives.