The Ice Bucket Challenge is back — and a student organization at the University of South Carolina is behind it. Who doesn’t love to see videos of friends, family and even strangers getting doused in buckets of ice water?
Just over 10 years ago, millions of people started posting videos of the icy challenge to raise awareness of ALS, a degenerative illness with no known cure. The viral movement proved so successful that The ALS Association has raised millions for research.
In late March, the Mental Illness Needs Discussion (MIND) club at USC launched the #SpeakYourMIND challenge via Instagram. They had a modest goal of raising a few hundred dollars to support mental health awareness, but the challenge went viral and has now hit the national news. On April 21, Jenna Bush Hager completed the challenge on NBC’s Today and nominated her co-anchors. Former NFL quarterback Peyton Manning, actor Matt Bomer and TikTok star Brooke Monk also participated.
USC’s MIND club nears its fundraising goal
In the weeks since the launch, MIND’s ice bucket challenge has raised more than $240,000 toward its goal of $250,000 for Active Minds, the largest nonprofit in the United States mobilizing youth and young adults to transform mental health norms across society. USC Mind is the university’s chapter of Active Minds.
Wade Jefferson, who founded MIND at USC, says the group has three main goals: breaking the stigma surrounding mental health, advocating for suicide prevention on campus and practicing daily mindfulness. “At MIND, we believe conversations about mental health should be just a common and just as comfortable as conversations about physical health,” he said in the launch video.
In the wake of this viral moment, the @uscmind Instagram account has grown to more than 700,000 followers and counting. While many commenters shared messages of support, some expressed concern that the 2025 challenge may detract from the intention of the original movement. The ALS Association told NBC news that the organization supports the mental health version of the ice bucket challenge. “We’re thrilled to see the spirit of the ALS Ice Bucket Challenge live on in new forms of activism,” the ALS Association wrote.
Active Minds Founder and Executive Director, Alison Malmon, says the campaign is everything the organization stands for — “bold, mission-driven and youth-led.”
“To see youth and young adults take an iconic viral moment and breathe new life into it for mental health advocacy is incredibly powerful. It’s proof that when young people rally together with passion and purpose, they don’t just raise awareness — they ignite a movement. This is how we create a new era of mental health,” she says.
Gamecocks get in the spirit for mental health
USC’s head football coach Shane Beamer participated, saying “That’s something everyone in this world struggles with: mental challenges. And we certainly want to bring awareness to it and let everyone know you are not alone. With that, we know how important that is to not only our football program but to our entire athletic department.”