The best campaigns of all time: the Ice Bucket Challenge
Back in 2014, people across the world got involved in a brand-new social media trend - tipping icy water over their heads and filming it for charity. However, the Ice Bucket Challenge was so much more than just viral fun - it was one of the most successful awareness campaigns ever.
The background
Pete Frates, a former baseball player, who had been diagnosed with ALS (also known as motor neurone disease or MND) helped kickstart something extraordinary. His idea was simple: pour a bucket of ice water over your head, nominate a few friends and donate to support ALS / MND research. Within weeks, the challenge exploded across social media.
What the challenge achieved
In the US, the ALS Association raised over $115 million in just a few months. In the UK, the MND Association received a desperately needed £7.25 million – an incredible amount compared to previous years. It went straight into research, care and resources for people living with MND. Arguably, even importantly, it sparked a global conversation about a disease many had never heard of before – offering hope to the people living with the condition.
The money and momentum from the challenge have helped push research forward. Scientists have made progress in identifying genes linked to MND, developing treatments and improving diagnosis. And in 2021, the UK government made a £50 million commitment to MND research, part of a wider £375 million for neurodegenerative diseases. But research takes time and support and there’s currently still no cure. Right now, around 5,000 people in the UK are living with MND. And every year, approximately 1,200 people lose their lives to it. Since the Ice Bucket Challenge began in 2014, more than 8,000 people in the UK alone will have died from MND.
A campaign that changed the world?
The Ice Bucket Challenge was an amazing campaign that demonstrated the power of social media. It made a huge splash - not just online but in real life. It brought global attention to motor neurone disease (MND), united millions behind a shared cause and raised desperately needed funds.
It was fun, emotional and unforgettable and for the MND community, it wasn’t just a trend. It was a turning point.
A new generation of hope
The Ice Bucket Challenge has made its way to TikTok, with a new generation of people getting involved. Whilst it’s great to see a new approach, let’s not forget its origins.
If you take part in 2025, you could consider….
Donating to MND charities like the MNDA or My Name’5 Doddie Foundation
Talking about MND—raise awareness in your community, workplace, or online
Supporting policy change by backing campaigns that demand better care and funding
Interested in iconic campaigns? Find out about how Nike’s Joga Bonito campaign is a masterclass in how to sell without selling here.
