'Ice Bucket Challenge' trends again with a new focus on mental health, sparks backlash online
Photo: Reuters
The Ice Bucket Challenge, once a global symbol of support for ALS research, has returned to social media more than a decade later with a new focus on mental health.
Spearheaded by students from the University of South Carolina, the #SpeakYourMIND campaign repurposes the challenge to raise awareness and funds for Active Minds, a charity dedicated to youth mental health.
Despite its intentions, the revival has sparked notable backlash online. Critics argue that the shift in focus from Amyotrophic Lateral Sclerosis (ALS) to mental health overlooks the condition that brought the original campaign global recognition.
One social media use expressed dismay: “Saw someone on TikTok with ALS talk about how the ice bucket challenge was basically the only thing they had in the public consciousness.” Other users echoed the sentiment, labelling the trend disingenuous and opportunistic. A few netizens joked that the trend's comeback was a recession indicator and that they feel old having lived through two ice bucket challenges.
Saw someone on tiktok with ALS talk about how the ice bucket challenge was basically the only thing they had in the public consciousness, and now they don’t even have that. Made me really sad https://t.co/sd0ake2RKV
— Маделейн . (@normalmadeline) April 23, 2025
the most evil people ik doing this ice bucket challenge for mental health awareness… pic.twitter.com/IBnaUOaMSF
— ri 𝜗𝜚 #teamlydia (@sunroomrry) April 19, 2025
will I get jumped if I said everything about this new ice bucket challenge is disingenuous and annoying af pic.twitter.com/G3osn0csfE
— malakai (@sadgreenclover) April 24, 2025
ice bucket challenge returning is a recession indicator
Wade Jefferson, the USC student behind the MIND club, has maintained that the aim of the campaign is to improve normalisation and access to mental health resources.
The ALS Association has publicly supported the new movement, stating: “We are delighted to see the spirit of the ALS Ice Bucket Challenge living in the form of a new activism.”
Yet the online conversation reveals a divide between advocacy evolution and community recognition. Some fear that by shifting the message, the visibility of ALS—still a largely underfunded and misunderstood condition—may suffer.
With over $100,000 already raised for mental health causes, the campaign’s impact is clear, but the conversation around representation and ethical advocacy continues.