IF IT AIN'T BROKE

THE ICE BUCKET CHALLENGE WORKED. WHY NOT TRY IT AGAIN?

- STORY: MADISON MALONE KIRCHER / NYT

Is it deja vu or have we seen this trend before?

It’s not just you. The Ice Bucket Challenge, which took over social media a decade ago, has found new life thanks to a group of college students who copied the concept, in its entirety, to spread mental health awareness.

Here's what you need to know.

What is the Ice Bucket Challenge?

The original Ice Bucket Challenge, which grew out of other online fads but was popularised as an ALS fundraiser by activists Pat Quinn and Pete Frates, was a campaign that began in 2014 to raise awareness and help find a cure for amyotrophic lateral sclerosis, commonly known as Lou Gehrig’s disease. The challenge was simple: film yourself dumping a bucket of ice-filled water over your head. Post it and challenge friends to either donate US$100 to ALS research within 24 hours or film their own watery video. (Many people opted for both.)

Did it work?