The ALS Association ‘Ice Bucket Challenge’ social media campaign raised over $115 million in August 2014 for ALS research.
It started when three men living with ALS posted a video of themselves dumping buckets of ice water on themselves. Then they each called out one person to perform the same challenge. Before they knew it, 17 million people had uploaded their videos to social media over a span of one month. Over 400 million people watched these videos 10 billion times.