Ice Bucket Challenge Returns In 2025 With A Powerful New Mission

In 2014, the Ice Bucket Challenge swept the internet, raising over $115 million for ALS research and transforming how the world engaged with health-focused crowdfunding. A decade later, the viral phenomenon is making a comeback — but with a poignant new purpose: mental health awareness. In 2025, a group of passionate students at the University of South Carolina (USC) have reimagined the concept into a movement called #SpeakYourMIND, an initiative that’s already raising both funds and conversations for the nonprofit Active Minds.

What began as a tribute to ALS (Amyotrophic Lateral Sclerosis), a debilitating neurological condition, has evolved into a broader commentary on an equally urgent but often less visible public health crisis — mental health. This revival isn’t just about viral stunts; it’s about starting real, transformative dialogue.

Spearheaded by Wade Jefferson, a USC junior and mental health advocate, the new challenge is the centerpiece of the Mental Illness Needs Discussion (MIND) club’s campaign. Jefferson, who founded the club after the tragic loss of two close friends to suicide, envisioned a way to break down stigma and make mental health discussions more accessible, especially among youth. “We wanted to create something visual, visceral, and participatory — a challenge that could remind people how necessary it is to speak up,” Jefferson said.

How the New Ice Bucket Challenge Works?

Much like the original Ice Bucket Challenge, #SpeakYourMIND involves participants filming themselves pouring buckets of ice water over their heads, then nominating others to do the same. But this time, the emphasis lies in sharing personal stories or supportive messages around mental health, tagging friends, and donating to Active Minds.

Launched on Instagram in March 2025, the campaign’s momentum has exceeded all expectations. Initially hoping to raise $500, Jefferson and his team watched donations quickly soar past the $100,000 mark — and counting. High-profile supporters, including former NFL stars Peyton Manning and Emmanuel Sanders, have amplified its visibility.

Mental health conditions frequently emerge during adolescence and early adulthood — yet support systems, conversations, and awareness remain woefully underdeveloped in schools and colleges. According to Brett Curtis, Director of Community Fundraising at Active Minds, the campaign couldn’t have come at a more important time.

“Seventy percent of youth and young adults don’t know how to talk to a friend about mental health,” Curtis explains. “That’s a huge barrier. But when students lead these kinds of initiatives, it becomes more relatable, and people start opening up.”

Data from the National Institute of Mental Health (NIMH) shows that one in five adults in the United States lives with a mental health condition. Among teens and young adults, the rates of anxiety, depression, and suicidal ideation have sharply increased in recent years, intensified by the pandemic, social media pressures, and societal instability.

By giving youth a platform to lead the conversation — instead of just being the focus of it — the #SpeakYourMIND challenge is helping shift the culture of silence to one of empathy and openness.

The campaign’s virality is evident in its geographic spread. From South Carolina to Maryland to Denmark, participants are posting their videos with the hashtag #uscmind. Interestingly, the acronym “USC” has caused some amusing confusion online, with many assuming the campaign originated at the University of Southern California. In reality, it is Columbia, South Carolina, where this student-led movement first took shape.

This international visibility mirrors the widespread attention that the original Ice Bucket Challenge received in 2014. That version saw everyone from Oprah Winfrey to Bill Gates to President George W. Bush taking part, with the funds benefiting the ALS Association.

The ALS Association has now extended its support to the mental health initiative, acknowledging the power of viral philanthropy to mobilize change, regardless of the cause. “The format worked once to bring awareness to a little-known disease,” said a representative from ALSA. “There’s no reason it can’t work again — this time for mental health.”

While the icy splash garners attention, organizers like Curtis stress that the heart of the campaign goes deeper than donations. “This isn’t about how much money you can give or how many likes your video gets,” he says. “It’s about making mental health a normal part of everyday conversations just like physical health.”