Getting soaked with ice cold water for charity is in vogue.
The idea's easy: Take a bucket of ice water, dump it over your head, record it and post it on social media. Then call out — or challenge — your friends, strangers, even celebrities to do the same within 24 hours or pay up for charity.
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The movement has taken off in Boston over the past 10 days, since friends and family of former Boston College baseball player Pete Frates started it to raise awareness about Lou Gehrig's disease. Frates was diagnosed with the degenerative nerve disease, also known as ALS, in 2012.
The challenges, along with other goofy notions like a "makeup-free selfie challenge," are raising tens of thousands of dollars for charities.