There has been some backlash against the ice water challenge. It can make some people cringe to see grown ups, many of them past middle age, submitting to peer pressure.
True, this gimmick has raised money. But it has also demonstrated how community pressure can make people of all ages submit to an undignified and unpleasant experience - even though it is for a very good cause.
How it works: if you are challenged by one of those having the iced water dumped on their head, and you don't raise to the challenge, then you are expected to donate $100 to the ALS charity.
If you go through this shivering experience, and maybe post a photo or video of yourself taking the challenge, you get to nominate three others to take the challenge.
Photo - George W. Bush, P.K. Subban and Lindsay Lohan are some of the well-known people who have participated in the Ice Bucket Challenge, a fundraiser for ALS research. (Photo Facebook, YouTube, NBC, National Post)