Ice Bucket Challenge Returns with a New Mission: Mental Health Awareness

More than a decade after the Ice Bucket Challenge became a viral sensation for ALS awareness, the campaign is making a powerful comeback—this time with a focus on mental health. Students at the University of South Carolina have reimagined the challenge to spotlight mental wellness, launching the #SpeakYourMIND campaign through their Mental Illness Needs Discussion (MIND) club.

The new challenge follows the original format: participants pour a bucket of ice water over themselves, post a video online, and nominate others to join in. But this time, the message centers on encouraging open dialogue about mental health struggles and reducing stigma. The campaign supports Active Minds, a nonprofit dedicated to youth mental health advocacy, and has already raised over $100,000 since its March debut on Instagram.

Wade Jefferson, a USC junior who founded the MIND club after losing two close friends to suicide, said the initiative began with modest expectations—a $500 fundraising goal and hopes of raising awareness within their campus. The viral success has stunned organizers, with support pouring in from across the country and even from celebrities, including former NFL stars Peyton Manning and Emmanuel Sanders.

Brett Curtis, director of community fundraising and events at Active Minds, praised the revival of the iconic format. “Fundraisers have spent years trying to recreate the success of the Ice Bucket Challenge,” he said. “There’s a bit of irony that what’s working is actually just the Ice Bucket Challenge again—but this time, to talk about mental health.”

The ALS Association, which was the original beneficiary of the 2014 campaign, has also backed the new cause. In a statement, the organization said it was thrilled to see the spirit of the original challenge live on in fresh, socially impactful ways.

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While some critics of the original campaign questioned whether its viral fame would lead to lasting change, Curtis clarified that the current effort was never solely about donations. “Our priority has always been to empower students and amplify mental health conversations,” he said. “The money is great, but the message is what matters most.”

With mental health challenges continuing to affect millions of young people across North America, the #SpeakYourMIND campaign is striking a timely and deeply personal chord—and proving once again that a bucket of ice can start a global conversation.